# Alternate Breath Personalities The Colgate Plax Campaign Shows that 'Bad Breath Isn't You' By Meghan Young | Published 2011-07-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/colgate-plax References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/07/plax-smoker-morning-badbreath/) & [yr](http://www.yr.com) Oftentimes when you first wake up or have just had a very rich meal, your breath could potentially become something straight out of a monster movie; the Colgate Plax ad campaign shows that the brand is understanding of this and wants you to know that 'Bad breath isn't you.' Conceived and executed by New York-based ad agency Young & Rubicam, the Colgate Plax ad campaign is quirky, humorous and to-the-point. Instead of going for the typical Photoshopped route that would yield a more surreal yet realistic rendition of these scenarios, the Colgate Plax ad campaign centers around illustrations, which happen to be popping up more and more in print ads. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 50% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Personalized Breath Solutions:** Opportunity for companies to develop customized breath freshening products targeted at specific breath conditions. - **Humorous Illustration Advertising:** Potential for businesses to explore the use of illustrations in advertising campaigns to create a quirky and engaging brand identity. - **Awareness of Oral Health:** Opportunity for oral care companies to educate consumers about the importance of maintaining good oral hygiene for overall health. ### Sectors Adopting This - **Oral Care:** Oral care companies can innovate by creating breath freshening products that are effective and tailored to individual needs. - **Advertising:** Advertising agencies can offer creative and humorous illustration-based campaigns to help brands stand out in the market. - **Healthcare:** Healthcare providers can focus on promoting the connection between oral health and overall well-being to encourage better oral hygiene practices. ## Related on Trend Hunter - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Elevated Oral Care Sessions](https://www.trendhunter.com/trends/breathapy.md) - [Lasting Freshness Toothpastes](https://www.trendhunter.com/trends/crest-clean-breath.md) - [Safe Social Interaction Campaigns](https://www.trendhunter.com/trends/chew-it-before-you-do-it.md) - [Metaverse Mouthwash Games](https://www.trendhunter.com/trends/breathcalypse.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Honest Oral Care Initiatives](https://www.trendhunter.com/trends/colgate-totally-honest.md)