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The Pandemic of Bad Breath

WRIGLEY'S Extra Gum

This campaign concept aims to address the issue of "mask mouth" - bad breath caused by wearing masks for extended periods during the Covid-19 pandemic. As masks become less necessary, the campaign reminds consumers of the importance of chewing gum in their daily routine to combat this issue.

Extra's campaign launch at The Oscars involves putting celebrities through the BadBreathalyzer test and live-posting their reactions on social media to generate buzz and a good laugh.
But fear not, we're not going to let our favorite celebs walk around with bad breath. As part of the campaign, we'll be sharing a refreshing Extra care package with them to keep their breath fresh and clean.

Let's face it, bad breath is an embarrassing topic. To get consumers involved in the campaign in a lighthearted way, we'll be releasing billboards and posters that provide a hotline number for people to anonymously report someone who may have bad breath. The reported friend will then receive a text message with a fun message and a link to Gopuff's website where they can easily purchase Extra gum.

The reported friend will then receive a text message with a fun message and a link to Gopuff's website where they can easily purchase Extra gum.

Full Case Study.

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