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.
