The concept of the installation was to provide a visual comparison between an "average mouth" and that of a mouth after having used Listerine Pocketpck Breath Strips. The idea was to quickly communicate that the strips eliminate 99.9% of germs and leave the mouth feeling fresh.
We expected viewers who rode one elevator would want to ride the other in order to get the full experience.
Illustrations (by Gillian Levine) are done in such a way as to be fun, even funny, rather than to disgust the viewer.
The experience associates the use of a Listerine Breath Strip to getting a blast of fresh mountain air. To add to the experience, the interior of the "Listerine Mouth" elevator is lightly scented with peppermint essential oil.
Potential customers are inspired to try Listerine Pocketpak Breath Strips for themselves.