A “fresh breath assist” package.
TheraBreath is getting Australians to talk about bad breath in a campaign via Kill Boring Dead.
P.S. Your Breath Stinks’ is allowing people to nominate a friend, colleague or loved one to receive a surprise “fresh breath assist” package from TheraBreath.
At its heart is the simple insight that telling someone their breath stinks might be the nice thing to do, but nobody wants to be the person who actually says it.
Kill Boring Dead head of strategy, Rosie Brown, said the campaign was built around a tension that is universally understood.
“We're really, really proud of this campaign. The whole idea is built off the human truth that it's so awkward to tell someone their breath stinks,” said Brown.
“Even though it's the nice, the right, and the best thing to do, no one wants to do it because we don't want to upset someone. So, we thought we'd just ask TheraBreath to do it for us.”
P.S. Your Breath Stinks’, is built around a surprise-led microsite and SMS journey, supported by creator content, PR giveaway packages, social engagement and an activation at Melbourne Central.
Consumers can nominate someone at www.psyourbreathstinks.com, with 500 PR giveaway boxes being sent out to deliver the message in person.
The campaign kicked off with a bad-breath prank featuring TikTok duo Kaitlin & Josh, before extending into influencer seeding, TikTok and Instagram content, organic brand and community engagement and two giveaways including a year's supply of garlic bread and a year's supply of Segafredo coffee.
Kill Boring Dead head of client partnerships, Ainslee Baruhas, said the campaign demonstrated the value of giving creators a strong idea rather than simply asking them to deliver branded content.
“This is exactly the kind of work that makes me love my job,” said Baruhas.
“It starts with a single, sharp insight, which you hand to creators who know how to bring it to life, but you need a brand bold enough to let that happen.
“That's what made the TheraBreath campaign so much fun to build. We kicked things off with a 'bad breath' prank fronted by Kaitlin & Josh, one of the platform's most-loved duos, and it landed even better than we'd hoped.
“There's no product shot, no brand mention, nothing that screams 'buy this product.' Just a funny bit that feels completely native to who Kaitlin & Josh are, while still nailing the exact idea at the heart of the campaign.
“That's the difference between renting an audience for a post and understanding how to use a platform. And the best thing about this campaign is TheraBreath’s team are as excited about it as we are.”
Launching early August, the campaign targets Australian adults aged 18+, with a particular focus on socially active Gen Z and millennial consumers who engage with humour-led content, TikTok and Instagram culture, creator campaigns and peer-to-peer sharing.
“The opportunity for us was to take something people generally avoid talking about and make it impossible to ignore,” said Church & Dwight senior brand manager – oral health, Alison Tyssen-Hall.
“Bad breath is a very real, very human problem, but conversations around it can be awkward. ‘P.S. Your Breath Stinks’ gives people a fun way to start that conversation, while putting TheraBreath in the middle of a genuinely useful and memorable experience.”
Campaign credits:
Church & Dwight
Alison Tyssen-Hall — Senior Brand Manager, Oral Care
Azmara Mannan-Perera — Brand Manager, Oral care
Paul Makomaski — Head of Digital
Jeanne Bourgeois — Marketing Strategist
Nicky Dolman — Marketing Director
Kill Boring Dead
Marcus Willis — Director & Co-Founder
Jackson Springer — Head of Brand & Co-Founder
Rosie Brown — Head of Strategy
Ainslee Baruhas — Head of Client Partnerships & Influencer Lead
Gwendolyn Tan — Head of Community
Caitlin Adams — Account Director
Sam Arevalo — Strategist
Ant Dinham — Senior Campaign Producer
Ollie Sievers — Content Producer
Shinji Kaneko — Senior Designer & Web Developer
Gelo Lasin — Social Media Executive
Pio Moralde — Community Manager
Nisa Fitri — Video Editor
Ian Rabang — Graphic Designer
Agency Partners
Incubeta - Media
Riser - Seeding Partner
