People love a good story, but as this Oral-B Breath campaign points out, it's best not to put one forth at your expense. The toothbrush manufacturer airs on the side of caution when it advises that revealing less is worth more for your image if you're a smoker, a drinker or a coffee or garlic lover.
Targeting an expansive consumer base that indulges in these activities, rather than the smaller group of people with pristine pearly whites, the Academy of Art University advertising studio recommends the teeth cleaning implements as a means to wipe away the plaque and the stink of bad breath so that such less becoming qualities are washed away.
This Oral-B Breath campaign was designed as centerfold magazine ads so that when the reader opens the page, it's as if he is opening a mouth full of cigarettes, beer and the like.
Fowl Mouth Merchandizing
Oral-B Breath Campaign Recommends Revealing an Unremarkable Impression
Trend Themes
1. Oral Care Innovation - Developing advanced toothbrushes or oral hygiene products specifically designed to combat the negative effects of smoking, drinking, and consuming garlic or coffee.
2. Image Management - Creating marketing campaigns or products that help individuals maintain a positive public image while indulging in certain activities that may have negative consequences, such as smoking or drinking.
3. Discreet Dental Solutions - Designing discreet oral care products that effectively combat bad breath caused by smoking, drinking, or consuming strong-smelling foods.
Industry Implications
1. Oral Care Products - Opportunity for manufacturers to develop specialized toothbrushes, mouthwashes, or other oral care products targeting individuals who want to combat the effects of smoking, drinking, or consuming strong-smelling foods on their dental hygiene.
2. Advertising and Marketing - Opportunity for advertising agencies to create campaigns that promote oral care as a solution for maintaining a positive image despite engaging in activities that may negatively impact breath freshness.
3. Personal Care Packaging - Opportunity for packaging companies to design innovative and appealing packaging solutions for discreet oral care products targeted towards individuals who want to combat bad breath caused by smoking, drinking, or consuming strong-smelling foods.