LISTERINE®—Malaysia’s No. 1 mouthwash brand—in partnership with Watsons Malaysia, officially launched the ‘Pencuci Mulut’ Campaign in May 2026. This cultural wake-up call reimagines oral care through the lens of a national passion: food. Just as a meal feels unfinished without a sweet ending, the campaign posits that an oral care routine is fundamentally incomplete without a final rinse.
Ulrike Zillner (second from left), General Manager for Malaysia and Singapore at Kenvue, at the launch of the LISTERINE® “Pencuci Mulut” campaign
While Malaysians are meticulous brushers, clinical data reveals a startling "Invisible Gap" in local hygiene. Brushing, which remains the essential first step, only reaches the surfaces of the teeth—which account for a mere 25% of the mouth. The remaining 75%, including the tongue, inner cheeks, and gumline, often remains a sanctuary for bacteria to thrive.
“Most of us grew up hearing one message: brush your teeth — and that’s it. In Malaysia, that’s just the normal habit,” explained Dr. Kayla, a prominent dental expert, during the campaign
launch. “But clinically, brushing is only the first act. To address the remaining 75% of the oral
cavity where biofilm and bacteria reside, we must follow a complete sequence: Brush, Floss, and Rinse. By finishing with LISTERINE®, you aren't just freshening breath; you are utilising essential oils to achieve 5x more plaque reduction than brushing alone, ensuring the routine is truly finished.”
Also commenting at the launch, Ulrike Zillner, General Manager for Malaysia and Singapore at
Kenvue said, “We’ve observed a fascinating paradox: Malaysians are incredibly detail-oriented
about their grooming and their food, yet we’ve accepted a ‘half-brushed’ reality for generations. This isn’t about adding a chore; it’s about restoring the standard of what ‘clean’ actually means.
