FCA! asks public to test their breath in Wisdom office stunt

FCA! is playing on Christmas party-goers’ insecurities about bad breath in an innovative campaign for Wisdom Toothbrushes.

FCA! is playing on Christmas party-goers’ insecurities about bad

breath in an innovative campaign for Wisdom Toothbrushes.



The agency has recruited cleaners to leave a breath test on 5,000 office

workers’ desks from this weekend to coincide with the party season.



The test, which hangs from your nose, invites you to breathe on a sensor

and then informs you of the state of your oral hygiene.



Classifications range from ’dead hamster discovered in mouth’ to ’you

have no chance of pulling - anything’. It then advises you to ’have a

brush with minty freshness’ and gives you 50p towards the cost of the

Wisdom Ultraflex.



Shaun McIlrath, the joint executive creative director of FCA!, said: ’We

identified a real marketing opportunity, selling to people who might

keep a second toothbrush at work. The product is an innovation, so we

wanted the communication to be innovative.



’This piece is designed as a bit of fun in the run-up to Christmas, but

the important point is that it delivers a hardcore promotion in a way

that cannot be ignored.’



The promotion was written by Martin Gent and art directed by Duncan

McClean.