Understanding the online behaviours of football fans, Listerine wanted to connect with consumers by fueling the social conversation around different match games in real-time. The mouthwash brand set up two news rooms in New York and London, and created content that reacted to different moments of any game. Each post was designed to read like a newspaper headline accompanied by illustrated facial expressions designed by local artists. Leveraging Facebook and Twitter channels, fans were encouraged to share their thoughts and reactions using the #PowerToYourMouth hashtag. Throughout the course of the tournament the brand pushed out 231 pieces of original content, from over 20 countries in 5 different languages, gaining over 500 million impressions.