The Challenge.
Breath mints are a boring category. Breath Death needed a disruptive, edgy approach to stand out to Gen Z.
- Boring product category
- Need for highly shareable content
- Competing with massive conglomerate budgets
Our Strategy.
We tied bad breath to dating dealbreakers, asking provocative questions on the street.
The Dating Hook
Asking "What's worse on a date: bad breath or a bad personality?"
The Solution
Handing them Breath Death to "save their date."
The Flavor Reaction
Proving it tastes amazing instantly on camera.
Hook A: Date Dealbreakers
Boots on the Ground.
Filming in nightlife districts to capture the perfect dating-focused demographic.
22M+
Views
4X
ROAS
The Results.
A viral phenomenon.
22M+
Views
Massive organic reach.
4X
ROAS
Highly profitable conversions.
High
Brand Love
Became a TikTok favorite overnight.
Key Takeaways
Be Edgy.
Tying a boring product to a spicy topic (dating) creates virality.
The Save.
Positioning the product as the hero of a bad situation.
Humor Converts.
When people laugh, they are more likely to buy impulse items.
They took a mint and made it the most talked-about brand on TikTok.
Founder
Breath Death
Frequently Asked Questions
How did Breath Death go viral?
By tying their product to hilarious and provocative street interviews about dating dealbreakers.
What was the ROAS for Breath Death?
The campaign reached a 4X Return on Ad Spend.