JOHNSON & JOHNSON
LISTERINE GO! TABS
A sampling activation program that introduced Listerine GO! Tabs to Canadians at high-traffic consumer touchpoints, offering live demos and samples to drive sales, and a new on-the-go oral care solution.
Listerine GO! Tabs, known as Listerine Ready! Tabs in other markets, were introduced to the Canadian market in 2019 as an addition to the oral care category. Designed on-the-go lifestyles, GO! Tabs were chewable tablets that turned from solid to liquid in seconds — no water or sink required. GO! Tabs delivered a clean-mouth feeling similar to traditional mouthwash by neutralizing odors and freshening breath for up to four hours. The tablets were positioned as a convenient alternative for situations where brushing or rinsing isn't possible, like after meals, during travel, or between meetings.
This launch marked a strategic expansion for Listerine into portable oral hygiene solutions, targeting busy commuters, young professionals, and active consumers. To support the product launch, a sampling activation was executed at key high-traffic locations including Toronto’s Union Station and the Rogers Cup tournaments in both Toronto and Montreal.
Union Station
Union Station was the ideal setting to introduce Listerine GO! Tabs to an audience constantly on the move. The activation featured a branded pop-up where brand ambassadors engaged with commuters during peak hours, offering free samples and live demos of how the chewable tablets work. The experience emphasized the convenience and portability of the product, aligning perfectly with the fast-paced lifestyle of downtown professionals and travelers.
Responsibilities included overseeing all on-site brand ambassador activity, including recruitment, training, and day-to-day management. This involved ensuring ambassadors were well-versed in the key product messaging and consistently delivered the brand experience with professionalism. Coordination with the Manager of Brand Activations at Union Station to secure access, adapt to scheduling changes, and align with external/internal events in the area. Strategic adjustments were made to maximize visibility during high-traffic periods, such as during sporting events or commuter rush hours. Ongoing check-ins were conducted to monitor performance, replenish inventory, and gather real-time consumer feedback. Content was captured throughout to support post-activation reporting, and insights from the field were communicated back to the client to inform future efforts.
Rogers Cup - Toronto
At the Rogers Cup in Toronto, Listerine GO! Tabs reached
a diverse, energetic crowd of tennis fans. Set within the tournament’s fan zone, the activation comprised of a guerilla style sampling and an engaging booth
experience with a gaming element. With this strategy,
it allowed the opportunity for the attendees to try the product between matches, throughout the day or at the Listerine Booth. The setting allowed for longer dwell
time and deeper brand engagement in a relaxed, social atmosphere. Brand ambassadors would provide samples, explained the product benefits, and encouraged participants to share their experience with others
and via social channels.
Responsibilities included overseeing the end-to-end execution of the activation, working closely with
Johnson & Johnson, Tennis Canada, and York
University to align on deliverables, timelines, and logistics. Collaborated with stakeholders to secure
the activation footprint, negotiate pricing, and gain creative approvals for all on-site branding and assets. Coordinated with a third-party vendor to fabricate and install the approved booth elements and ensured all logistical components—such as load-in/load-out schedules, security clearances, and inventory
deliveries—were finalized ahead of the event.
Executed a two-pronged sampling approach combining roaming brand ambassadors with a static booth experience that featured a custom interactive game to drive product engagement and education. Oversaw recruitment, training, and uniform coordination for ambassadors across both Toronto and Montreal, ensuring consistent brand messaging. Served as the on-site lead, handling team check-ins, shift scheduling, inventory management, and access logistics. Maintained direct communication with Tennis Canada and the client to address real-time updates, share insights, and ensure smooth execution. Post-event, managed budget reconciliation, coordinated asset return, and produced a detailed recap report including consumer feedback, performance results, and content highlights.
Deliverables
Stakeholder and Client ManagementFootprint Conceptualization and ActivationSampling Strategy DevelopmentBrand Ambassador Recruitment and ManagementVendor CoordinationVisual Content CaptureInventory and Assets ManagementOn-Site Execution and ManagementBudget Reconciliation and Financial TrackingTracking and Reporting (Inventory, Engagement, Feedback)Post-Event Reporting