LISTERINE debuts Extra Mild at Governors Ball

LISTERINE said Tuesday it is launching a new range of mouthwash intensities, including a new Extra Mild product, and will start the campaign at the Governors Ball music festival in New York this week. The brand’s owner, Kenvue, said the rollout is aimed at consumers seeking different taste strengths, from “Extra Mild to Intense.” The company said the campaign will begin with a “Swish Tour” stop at Governors Ball, which runs June 5-7 in Flushing Meadows Corona Park in Queens. LISTERINE’s announcement was published June 2 in a PR Newswire release. ### What exactly is LISTERINE launching? LISTERINE said the new lineup is organized around mouthwash “intensities,” with Extra Mild positioned at the low end of the range and existing stronger products remaining in market. The company described Extra Mild as an alcohol-free option that delivers oral-care benefits with a milder experience. The LISTERINE product page says Extra Mild is already available as part of the brand’s flavor-intensity lineup. The broader mouthwash range on the brand’s site includes products for gum health, bad breath, sensitivity and cavity protection. ### Why is the company adding an Extra Mild version now? Kenvue said in the release that 54% of American consumers are looking for a milder-tasting mouthwash option without giving up efficacy. The company framed the launch as a response to what it called “modern consumer preferences” around personalization in oral care. LISTERINE also said the new range is part of a wider effort to make oral care “more personalized and relevant.” The release did not disclose pricing, retail sell-in figures or expected sales targets for Extra Mild. ### What is happening at Governors Ball? Governors Ball’s official site says the festival will take place June 5-7, 2026, at Flushing Meadows Corona Park in New York City. A festival help page says gates are scheduled to open at 11:30 a.m. ET each day and close at 10 p.m. ET. LISTERINE said the launch “comes to life through music” and that the Swish Tour will kick off at the festival. The company said the activation will tie the mouthwash campaign to music during the festival weekend, though it did not spell out a full schedule of performances, branded installations or artist partners in the release. ### Who is behind the brand? Kenvue owns LISTERINE as part of a portfolio that includes brands such as Aveeno, BAND-AID, Neutrogena, Tylenol and Zyrtec. Kenvue says its brands reach about 1.2 billion people globally. The June 2 release described LISTERINE as the “#1 dentist- and hygienist-recommended mouthwash brand,” though that claim was presented in marketing language rather than in independently released market data in the announcement. ### What comes next after this week’s announcement? June 5 is the next dated milestone in the rollout, when Governors Ball opens in Queens and LISTERINE says the Swish Tour will begin on site. The company said the new intensity range, including Extra Mild, is now available nationwide, with further oral-care education and campaign activity planned beyond the festival. (prnewswire.com)