TheraBreath launches ‘P. S. Your Breath Stinks’ campaign in Australia

TheraBreath and social-led creative agency Kill Boring Dead (KBD) have launched ‘P. S. Your Breath Stinks’, an integrated marketing campaign targeting the Australian market. The campaign aims to address the social awkwardness associated with informing others about bad breath by providing a playful, opt-in way for consumers to nominate friends, colleagues, or loved ones to receive a “fresh breath assist” package.

The initiative utilizes a multi-channel approach, including a surprise-led microsite, an SMS journey, creator content, and a physical activation at Melbourne Central. As part of the campaign, 500 PR giveaway boxes will be distributed to nominees. For those who do not receive a box, the brand has also prepared formal letters and sample packs to facilitate the message.