Challenge
Launch Wrigley X-Cite mints to a youth audience.
Insight
Our target audience love the brand of irreverent, shocking humour found on YouTube.
They also like to party hard, but don't necessarily like the consequences. So we positioned the powerful mints as a tool to cover your tracks.
Idea
Avoid Dog Breath.
Entertainment Works
'Dog Breath' was the most complained about commercial of all time in the UK. Banned within one week of airing this infamous commercial went viral. It received huge amounts of free PR, appearing on the front cover of The Independent newspaper and was the number two trending story on CNN.com. This led to an incredible 71% sales uplift.
