Listerine gives MTV EMA awards a minty aroma

Listerine, the Johnson & Johnson mouthwash brand, is sponsoring the MTV Europe Music Awards red carpet on Sunday with an experiential element giving people a minty fresh aroma.

Listerine gives MTV EMA awards a minty aroma

Some areas of the carpet will also be coloured blue to represent the brand, as well as 3D logos and screens close to where celebrities will pose for photos.

It is the first time that MTV Europe owner Viacom International Media Network has had a sponsor for the red carpet. This year’s event will take place in Rotterdam.

As part of the deal, Listerine, as well as other Johnson & Johnson brands, will also run media across Viacom’s TV and digital inventory. The partnership was brokered by Universal McCann.

Lee Sears, vice president and head of commercial innovation for Viacom's ad sales division Velocity International, explained that adding an experiential side to sponsorship "allows us to be creative and innovative".

The activity also includes sponsorship for the Best Look Award, which people can vote for through social media. As well as a pre-show competition in Rotterdam for locals as part of a "bring out your bold" campaign from Listerine.

The experiential work links with Listerine’s "Are you ready to bring out the bold?" campaign.

Speaking to Campaign ahead of the network’s annual showcase, Philip O’Ferrall, executive vice president for Velocity International, said: "We need to keep raising awareness [of the brands].

"If people are on a mobile using our app or on connected TV or linear TV, our job is to make sure people consume our content as much as or more than that of our competitors."