Clorets Gum was the first gum launched into South Africa with unique ingredients, medically proven to combat bad breath.Since then, many me-too brands have entered the market and Clorets has lost its positioning as ‘the breath expert’.Our client, Cadbury, briefed us to create a simple, targeted poster campaign that would reaffirm the brand’s credentials.

The experientially unique nature of the poster generated a lot of interest among consumers. People would stop, engage with the poster, and then walk away with a smile.

Our client is considering tapping into the business lunch market even further by supplying restaurants with single gum sachets.