Problem: Bad breath during an unprompted but meaningful conversation. Insight: People who are anxious about their breath fear using “breathy” words. Thinking: We found using the letter “H“ in excess with the association of bad breath gets an instant reaction and understanding.
To address the issue of bad breath during unprompted conversations, we developed a strategy based on the insight that individuals anxious about their breath avoid using "breathy" words. By intentionally incorporating an excess of the letter "H" into the campaign, which is associated with bad breath, we aimed to evoke an instant reaction and understanding from the audience, creating awareness around the importance of fresh breath and providing a solution to combat bad breath effectively.
