Johnson & Johnson Consumer Health has launched a new campaign for Listerine that spans the metaverse with a game-themed activation through Wunderman Thompson Brazil.

The game is called ‘Breathcalypse’ and it takes place in the city of Complexo within the metaverse, where people create their own characters, live in community and interact with each other.

Players who are surrounded by people with bad breath in the game will see their stress levels gradually rise, causing their vision to blur and causing a bad breath apocalypse. They must look for Listerine within the game, which is available in pharmacies and vending machines throughout the virtual city and by using the product, players can avoid bad breath.

There is also a comedy show in the game with the Brazilian actor and comedian,…