Listerine Partners with Jenn Chia for a Swishing Chinese New Year Campaign Via MBCS

It’s Time To Swish Away Suay.




Mediabrands Content Studio

Graph Studio Production House


Listerine Malaysia and Mediabrands Content Studio (MBCS) have collaborated with popular social media content creator Jenn Chia (soimjenn) to launch a Chinese New Year campaign for the brand.

The #SwishAwaySuay campaign aims to swish away bad luck – ‘suay’, translating to bad luck in the Hokkien dialect – as it is customary to follow certain cultural practices and superstitions to ward off bad luck from the previous year and cultivate good luck for the upcoming one.

The piece depicts Jenn in her famous Auntie Siow character, attempting to take a family portrait, including family members Ah Ma, Ah Suk, Jennston, Michelle, and Jenn.


The video was directed by Derrik Yaw, with Executive Producer Kenneth Lim and Producer, Tiger Chia in collaboration with Graph Studio Production House. This is the first video or branded content that brings together all Jenn’s characters at the same time, while introducing new ones, the brand said.

“Every year, we challenge ourselves to keep things fresh and engaging for Listerine. Rather than going the traditional route, we looked to present out of the box entertainment to connect with our young consumers,” said Andy Ng, Head of Performance Content & Social for MBCS.

“Jenn was an obvious choice for us, as she is fun and relatable across all ages. We created the storyline with her in mind, because we love her versatility and creativeness, and gave her full creative licence to utilise all her famous characters and write the script together with us.”

“It has been such a gratifying experience working with the MBCS team to conceptualise something unique and different. I love how open Listerine is to push boundaries! Listerine was confident in building on the storytelling and concept enough to allow the product to be revealed during the plot twist, rather than in the first 5 seconds. I am so happy to create and be a part of this collaboration with Listerine and MBCS,” said Jenn.


Tracy Foo, Senior Brand Manager of Listerine added, “We’re always looking for new ways to innovate Listerine as a brand, and this year has been no different. The MBCS team has once again presented us with a trendy idea that intersects well with our brand and cultural insights, while Jenn has truly brought to life a myriad different characters, with friendly festive family banter that is so relatable across ages and even cultures. We’re extremely pleased with the outcome and glad to see such a positive audience response thus far.”

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