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