LISTERINE launches at Governors Ball

LISTERINE said on Tuesday it will bring a new festival activation to Governors Ball in New York this week as the brand rolls out a broader mouthwash lineup that it says spans “Extra Mild to Intense.” Kenvue, the consumer health company behind LISTERINE, said the campaign will begin at the June 5-7 music festival in Queens and will be framed as the start of a “Swish Tour.” The company said the launch will include music-linked programming and product sampling. Governors Ball’s support site says the festival runs Friday through Sunday at Flushing Meadows-Corona Park. ### What exactly is LISTERINE launching at the festival? Kenvue said in a June 2 announcement that LISTERINE is introducing a “range of mouthwash intensities” designed to give consumers options from Extra Mild to Intense. The company said the new range is now available nationwide and includes a newly highlighted Extra Mild option. The LISTERINE product pages describe Extra Mild and Mild as alcohol-free offerings positioned as lower-intensity options, while the broader brand lineup continues to include stronger formulations. The company’s campaign language centers on “Your Intensity. Your Choice.” ### Why is Governors Ball part of the rollout? The June 2 announcement said the launch “comes to life through music,” with Governors Ball serving as the opening stop for the brand’s Swish Tour. (prnewswire.com) Kenvue did not describe the festival appearance as a one-off sponsorship; it presented the event as the kickoff for a wider campaign tied to the new product range. (listerine.com) LISTERINE said the activation will include on-site sampling. The company also said the product push is part of a broader effort to make oral care “more personalized and relevant,” according to the release. ### When and where will the activation happen? Governors Ball is scheduled for Friday, June 5, through Sunday, June 7, 2026, at Flushing Meadows-Corona Park in Queens, according to the festival’s official help pages. (prnewswire.com) The festival site lists daily opening times of 11:30 a.m. Eastern and closing times of 10 p.m. Eastern for all three days. The festival’s location materials direct attendees toward the Hall of Science Bridge and the Unisphere inside Flushing Meadows-Corona Park, with transit access through Mets-Willets Point. A current festival map is posted on the event’s support site, though Gov Ball says the map is subject to change. ### What has the company actually said about the campaign? (support.govball.com) Kenvue’s release said the launch “comes to life through music” and described the festival stop as the start of the Swish Tour. The company’s key takeaways also said the initiative reflects LISTERINE’s effort to match “modern consumer preferences” and expand oral care education and access. (support.govball.com) LISTERINE’s own product pages frame the new range around intensity choice rather than a single flagship flavor or formula. That positioning aligns with the company’s emphasis on multiple mouthwash experiences, from milder alcohol-free options to more intense rinses. ### What should festivalgoers watch for next? Governors Ball begins on June 5 in Queens, and LISTERINE said that is when the Swish Tour will kick off. (prnewswire.com) Festival attendees looking for the activation will need to monitor the event grounds and updated festival materials during the June 5-7 run at Flushing Meadows-Corona Park. (listerine.com)