The creatives who received the data and insight from the strategists drew a parallel between the deal-breaking scenario of not having a condom at the time it’s needed and not having fresh breath at the time it’s needed.
I’ve always loved this campaign and it seems I’m not the only one. It’s been kicking around for a least a couple years and is still going strong. Goes to show you what the power of a well-played insight can do.
I imagine that when strategists began collecting data during the inception process of Practice Safe Breath, one of the questions asked in perhaps in a questionnaire of the target audience (who seem to be social romance-seeking millennials) was “What are your biggest considerations when going on a date?” Undoubtedly, fresh breath made the list. From here strategists might have gleaned an insight such as: The target market considers freshness of breath fundamentally crucial to the success of a date-like scenario.
We can assume that the creatives who received the data and insight from the strategists drew a parallel between the deal-breaking scenario of not having a condom at the time it’s needed and not having fresh breath at the time it’s needed. Next thing you know the big idea begins to take the form of Practice Safe Breath. The campaign strategy might then become: Show how Dentyne Ice can save the day by freshening breath at the time its needed most. Various creative executions would then follow suit, all of which would serve the creative strategy.
And there you have it. A play-by-play on how this fresh campaign was brought to life through research and insights, which resulted in a brilliant big idea. Now on a related but different note: I’ve just eaten an onion bagel… who wants to make out?