LISTERINE campaign encourages Malaysians to complete oral care routine

A new campaign by LISTERINE Malaysia and Watsons Malaysia is aiming to change how Malaysians view oral care by drawing parallels between dental hygiene and the country’s strong food culture.

Launched under the theme “Pencuci Mulut”, the campaign highlights the idea that just as a Malaysian meal feels incomplete without dessert, an oral care routine is unfinished without using mouthwash as a final step.

The initiative addresses what organisers describe as the “Invisible Gap” in oral hygiene habits among Malaysians. While brushing remains common practice, clinical findings shared during the launch revealed that brushing only cleans about 25 per cent of the mouth’s surfaces, leaving areas such as the tongue, inner cheeks and gumline exposed to bacteria.

Speaking at the launch, dental expert Dr. Kayla said many Malaysians have traditionally viewed brushing as sufficient oral care.

“Most of us grew up hearing one message: brush your teeth — and that’s it. In Malaysia, that’s just the normal habit,” she said. “But clinically, brushing is only the first act. To address the remaining 75% of the oral cavity where biofilm and bacteria reside, we must follow a complete sequence: Brush, Floss, and Rinse.”

Interactive campaign targets public awareness

The campaign was launched through “The Complete Camp”, a durian-themed media event in Petaling Jaya where guests participated in plaque-detection activities and “Swish Challenges” designed to demonstrate the effectiveness of mouthwash after meals.

Ulrike Zillner, representing Kenvue, said the campaign seeks to reposition oral hygiene as part of a complete daily routine rather than an additional task.

“This isn’t about adding a chore; it’s about restoring the standard of what ‘clean’ actually means,” she said.

As part of the nationwide outreach, the “Pencuci Mulut” roving truck will visit universities, office hubs and other public locations with interactive stations, including plaque checks, oral care games and mouthwash experiences.

The campaign will also extend to Watsons outlets nationwide, where customers purchasing selected LISTERINE® products can participate in contests offering prizes including staycations and durian-themed experiences.

Organisers said the collaboration reflects a broader effort to promote greater awareness of total-mouth health among Malaysians.