FEED
BEYOND BREATH
Impact on a budget
BUSINESS PROBLEM
The novel breath supplement hit it big in Japan but was virtually unknown in the United States. Launching it here was essentially asking American consumers to trust something invisible: a swallowable supplement that fights bad breath from the inside out. We were also asking them to choose Beyond Breath over the mints and gum they’d used for years, supported by much larger advertising budgets.
ADVERTISING CAMPAIGN IDEA
We made the package unforgettable, and the creative unskippable. A non-skip animated :15 OLV turned Beyond Breath's distinctive packaging into a character consumers couldn't scroll past — and couldn't forget on shelf. That same recognizable device carried into precision-targeted Meta social, flexing one core creative idea into the real moments where fresh breath truly matters, from dinner at home to drinks with friends.
RESULTS
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96.6% video completion rate on the non-skip :15 OLV, 38% above target
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Reach beat goal by 69%, impressions by 5%
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Ad recall lifted nearly 3x industry benchmark, brand awareness nearly 3.5x
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87% of buyers new to the category
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A true David-vs-Goliath win: big impact, small budget.
WORK
OLV
