CB12

Objective: Create brand awareness, drive sales, engagement at pharmacies across Social Media for CB12, a mouthwash promising 12-hour Clear Breath.
Target Audience: The campaign not only intended to discover newer situations for the usage of the product that would leave the protagonist in a spot due to bad breath but also speak on prominent social media channels and in pharmacies across UK to reach the target audience who had the condition of halitosis or bad breath.
Brand Challenges: Bad breath is often masked and not treated and may put the protagonist unknowingly in an embarrassing situation.
Challenges Overcome: The brand benefit of neutralizing bad breath and fresh breath for 12 hours was brought to life with relatable stories laden with humour, aligned with the brand ethos. The presence of the Singing Dentist acted as a reassuring voice, that provided the appropriate solution to the dilemma created by halitosis or bad breath.
Creative Solution: The communication strategy was devised from this insight "Why mask it, when you can neutralise it?" Agency proposed a campaign of 12 DVCs that smartly used humour in hilarious situations encountering bad breath with heightened exaggeration and humour of course, starring a popular social media influencer in oral health space, Dr. Milad known as the “Singing Dentist”.
Outcome: Post launch of the campaign, CB12 showed a 150% growth and continues to deliver consistently strong ROI for the client. The success of the campaign has resulted in client interest in expanding the DVC in other countries across Europe (Germany, Switzerland etc...).