Title | MONSTERS IN THE MOUTH |
Brand | WATSON'S THE CHEMIST |
Product / Service | MOUTHWASH |
Category | A02. Posters |
Entrant | DDB GROUP HONG KONG, HONG KONG |
Entrant Company | DDB GROUP HONG KONG, HONG KONG |
Advertising Agency | DDB GROUP HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Anotai Panmongkol | Illusion Co Ltd | Producer Of Production House |
Somsak Pairew | Illusion Co Ltd | Producer Of Production House |
Surachai Puthikulangkura | Photographer | |
Supachai U-Rairat | Illustrator | |
Surachai Puthikulangkura | Illustrator | |
Terrence Cheung | Ddb Group Hong Kong | Account Manager |
Bonnie Soo | Ddb Group Hong Kong | Business Director |
Annie Tong | Ddb Group Hong Kong | Producer |
Nateepat Jaturonrasmi | Ddb Group Hong Kong | Art Director |
Asawin Phanichwatana | Ddb Group Hong Kong | Art Director |
Jeffry Gamble | Ddb Group Hong Kong | Writer |
Nateepat Jaturonrasmi | Ddb Group Hong Kong | Creative Director |
Asawin Phanichwatana | Ddb Group Hong Kong | Creative Director |
Jeffry Gamble | Ddb Group Hong Kong | Group Executive Creative Director |
Watsons own brand Mouthwash faced intense competition from renowned brands like Colgate, Listerine, and Oral B. Even though Watsons store is a trustworthy retailer in Hong Kong, consumers might still be skeptical about the quality of its own brand products. The key objective is therefore to up bring the popularity of the product in an interesting way and to project the image and hence convince consumers that Watsons Mouthwash is reliable and powerful.
Watsons, the largest health and beauty chain in Hong Kong, has produced a wide range of personal care products under its own brand name. Mouthwash is one of the products that they would like to promote as they have recently extended the product line with a new multi-action formula. We had to develop a campaign to promote the line of products to draw target awareness and drive sales.
People want to avoid bad breath as it causes embarrassment. Many believe brushing teeth can solve the problem. Yet, brushing only suppresses the odor temporarily. Killing the plaque-causing bacteria is more crucial. Fine food particles remaining in the mouth are causing the development of bacteria. The ad dramatizes bad breath being a result of food you’ve eaten. We used an exaggerated collage of seafood and veggie to create an unappetizing scenario to alert audience that bad breath is like monster in their mouth, together with copy “For Monster Breath”, Watsons Mouthwash is the solution to bad breath.
After the launch of the campaign, Watsons Mouthwash’s brand awareness level and purchase preference have been improved and sales volume grew by double digits which exceeded the client’s target.