A \u201cfresh breath assist\u201d package.<\/p>\n
TheraBreath\u00a0is getting Australians to talk about bad breath in a campaign via Kill Boring\u00a0Dead.\u00a0<\/p>\n
P.S. Your Breath Stinks\u2019 is allowing people to nominate a friend, colleague or loved one to receive a surprise \u201cfresh breath assist\u201d package from TheraBreath.\u00a0<\/p>\n
At its heart is the simple insight that telling someone their breath stinks might be the nice thing to do, but nobody wants to be the person who actually says it.\u00a0<\/p>\n
Kill Boring Dead head of strategy,\u00a0Rosie Brown, said the campaign was built around a tension that is universally understood.\u00a0<\/p>\n
\u201cWe’re really,\u00a0really proud\u00a0of this campaign. The whole idea is built off the human truth that\u00a0it’s\u00a0so awkward to tell someone their breath stinks,\u201d said Brown.\u00a0\u00a0<\/p>\n
\u201cEven though\u00a0it’s\u00a0the nice, the right, and the best thing to do, no one wants to do it because we\u00a0don’t\u00a0want to upset someone. So, we thought\u00a0we’d\u00a0just ask\u00a0TheraBreath\u00a0to do it for us.\u201d\u00a0<\/p>\n
P.S. Your Breath\u00a0Stinks\u2019,\u00a0is built around a surprise-led microsite and SMS journey, supported by creator content, PR giveaway packages, social\u00a0engagement\u00a0and an activation at Melbourne Central.\u00a0<\/p>\n
Consumers can nominate someone at\u00a0www.psyourbreathstinks.com, with 500 PR giveaway boxes being sent out to deliver the message in person.\u00a0\u00a0<\/p>\n
The campaign kicked off with a bad-breath prank featuring TikTok duo\u00a0Kaitlin & Josh, before extending into influencer seeding, TikTok and Instagram content, organic\u00a0brand\u00a0and community engagement and two giveaways including a year’s supply of garlic bread and a year’s supply of Segafredo coffee.<\/p>\n
Kill Boring Dead head of client partnerships, Ainslee Baruhas, said the campaign\u00a0demonstrated\u00a0the value of giving creators a strong idea rather than simply asking them to deliver branded content.\u00a0<\/p>\n
\u201cThis is exactly the kind of work that makes me love my job,\u201d said Baruhas.\u00a0<\/p>\n
\u201cIt starts with a single, sharp insight, which you hand to creators who know how to bring it to life, but you need a brand bold enough to let that happen.\u00a0\u00a0<\/p>\n
\u201cThat’s what made the\u00a0TheraBreath\u00a0campaign so much fun to build. We kicked things off with a ‘bad breath’ prank fronted by Kaitlin & Josh, one of the platform’s most-loved duos, and it landed even better than\u00a0we’d\u00a0hoped.\u00a0<\/p>\n
\u201cThere’s\u00a0no product shot, no brand mention, nothing that screams ‘buy this product.’ Just a funny bit that feels completely native to who Kaitlin & Josh are, while still nailing the exact idea at the heart of the campaign.\u00a0<\/p>\n
\u201cThat’s\u00a0the difference between renting an audience for a post and understanding how to use a platform. And the best thing about this campaign is\u00a0TheraBreath\u2019s\u00a0team are as excited about it as we are.\u201d\u00a0\u00a0\u00a0\u00a0<\/p>\n
Launching early August, the campaign targets Australian adults aged 18+, with a particular focus on socially active Gen Z and millennial consumers who engage with\u00a0humour-led content, TikTok and Instagram culture, creator\u00a0campaigns\u00a0and peer-to-peer sharing.\u00a0<\/p>\n
\u201cThe opportunity for us was to take something people generally avoid talking about and make it impossible to ignore,\u201d said Church & Dwight senior brand manager \u2013 oral health, Alison Tyssen-Hall.\u00a0<\/p>\n
\u201cBad breath is a very real, very human problem, but conversations around it can be awkward. \u2018P.S. Your Breath Stinks\u2019 gives people a fun way to start that conversation, while putting\u00a0TheraBreath\u00a0in the middle of a genuinely useful and memorable experience.\u201d\u00a0<\/p>\n
Campaign credits:\u00a0<\/p>\n
Church & Dwight\u00a0<\/p>\n
Alison Tyssen-Hall \u2014 Senior Brand Manager, Oral Care\u00a0<\/p>\n
Azmara Mannan-Perera \u2014 Brand Manager, Oral care\u00a0<\/p>\n
Paul Makomaski \u2014 Head of Digital\u00a0<\/p>\n
Jeanne Bourgeois \u2014 Marketing Strategist\u00a0<\/p>\n
Nicky Dolman \u2014 Marketing Director\u00a0<\/p>\n
\u00a0\u00a0<\/p>\n
Kill Boring Dead\u00a0<\/p>\n
Marcus Willis \u2014 Director & Co-Founder\u00a0<\/p>\n
Jackson Springer \u2014 Head of Brand & Co-Founder\u00a0<\/p>\n
Rosie Brown \u2014 Head of Strategy\u00a0<\/p>\n
Ainslee Baruhas \u2014 Head of Client Partnerships & Influencer Lead\u00a0<\/p>\n
Gwendolyn Tan \u2014 Head of Community\u00a0<\/p>\n
Caitlin Adams \u2014 Account Director\u00a0\u00a0<\/p>\n
Sam Arevalo \u2014 Strategist\u00a0<\/p>\n
Ant Dinham \u2014 Senior Campaign Producer\u00a0<\/p>\n
Ollie Sievers \u2014 Content Producer\u00a0<\/p>\n
Shinji Kaneko \u2014 Senior Designer & Web Developer\u00a0<\/p>\n
Gelo Lasin \u2014 Social Media Executive\u00a0<\/p>\n
Pio Moralde \u2014 Community Manager\u00a0<\/p>\n
Nisa\u00a0Fitri\u00a0\u2014 Video Editor\u00a0<\/p>\n
Ian Rabang \u2014 Graphic Designer\u00a0<\/p>\n
\u00a0\u00a0<\/p>\n
Agency Partners\u00a0<\/p>\n
Incubeta\u00a0– Media\u00a0<\/p>\n
Riser – Seeding Partner\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"A \u201cfresh breath assist\u201d package. TheraBreath\u00a0is getting Australians to talk about bad breath in a campaign via Kill…\n","protected":false},"author":2,"featured_media":857823,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[64,63,105],"class_list":["post-857822","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-au","tag-australia","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/857822","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=857822"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/857822\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/857823"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=857822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=857822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=857822"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}