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British mouth care brand Waken has partnered with Tesco and TV presenter Rylan Clark to launch the “Rylan’s Big Kiss” campaign.

The activation consists of more than 32,000 bottles of Waken’s Whitening Mouthwash fitted with limited-edition neck tags featuring Rylan and a QR code directing shoppers to the #BigKiss campaign content.

This includes competitions, influencer-led activities and video content from another “Big Kiss” activation, in which members of the public share their kissing experiences.

The activation is part of the wider “Rylan’s Big Kiss” campaign, which aims to celebrate fresh breath confidence, using digital content to highlight the importance of good oral health.

Co-founder of Waken, Rhodri Ferrier, commented: “We wanted to use the bottle itself as a media touchpoint, something that could interrupt, entertain and drive shoppers into a broader campaign experience.

“Rylan’s “Big Kiss” is about making oral care feel more culturally relevant, confidence-driven and enjoyable.

“Oral care shouldn’t feel clinical or boring, and Tesco has been a fantastic partner in helping us bring that energy directly into the shopping environment while also shining a spotlight on the importance of everyday dental health,” added Ferrier.

This collaboration reflects both Tesco and Waken’s commitment to raising awareness about oral hygiene, while also ensuring that prices remain affordable.

The Waken Whitening Mouthwash, featuring the limited-edition Rylan Clark neck tag, is available now from Tesco stores, RRP £6. Waken’s Enamel Care Mouthwash and Whitening Toothpaste will also be available to buy at Tesco on promotion throughout the campaign period.