MONSTERS IN THE MOUTH

TitleMONSTERS IN THE MOUTH
ClientWATSON'S THE CHEMIST
Product/ServiceMOUTHWASH
CategoryA02. Posters
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company DDB GROUP HONG KONG, HONG KONG
Advertising Agency DDB GROUP HONG KONG, HONG KONG

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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