Oral care disruptor Waken has launched an in-store retail media activation with Tesco, using neck-tagged Whitening Mouthwash bottles featuring TV and radio presenter Rylan Clark.
More than 32,000 promotional bottles have rolled out into Tesco as part of Waken’s wider campaign, ‘Rylan’s Big Kiss’. The neck tags direct shoppers to online competitions, influencer-led activity across TikTok and Instagram, behind-the-scenes content and films created from Waken’s ‘Big Kiss’ activation at Old Spitalfields Market, London, where members of the public shared their best, worst and most memorable kissing stories.
The Tesco initiative reflected “both brands’ commitment to bringing greater attention to oral care and making the category more engaging for shoppers”, said Waken. “While oral health is a fundamental part of everyday wellbeing, it can often be overlooked within personal care routines. Tesco has continued to invest in growing awareness and education within the oral care category, helping ensure it remains a visible and important focus for customers in-store.”
Rhodri Ferrier, co-founder of Waken, added: “Retail media is no longer confined to digital placements. We wanted to use the bottle itself as a media touchpoint, something that could interrupt, entertain and drive shoppers into a broader campaign experience.
“Oral care shouldn’t feel clinical or boring, and Tesco has been a fantastic partner in helping us bring that energy directly into the shopping environment, while also shining a spotlight on the importance of everyday dental health.”
‘Rylan’s Big Kiss’ was designed to celebrate “fresh breath confidence, chemistry and modern dating culture through public activations, shopper engagement and digital content”, Waken said. The push highlighted “the role good oral hygiene can play in everyday life, from feeling more confident at work and on dates to socialising with friends and making positive first impressions”.
‘Rylan’s Big Kiss’ is underpinned by insight from Waken’s first ‘Big Kiss Report’, a nationwide YouGov study that explored kissing, confidence and modern intimacy in the UK. It found that bad breath was now Brits’ biggest “kiss killer” – 63% of UK adults naming it among the top things most likely to ruin a romantic kiss. Poor oral hygiene followed at 56%, while strong food smells such as garlic and coffee ranked third at 35%.
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