We created specially branded pizza boxes where the inside of the box was designed to look like the inside of a mouth. The boxes were distributed to popular pizza parlours in the city of Paris. When people opened their pizza deliveries, they discovered our message: “Don’t let your dinner breath become your morning breath. Colgate Max Fresh Night. Wake up fresh.”

Within the launch of the campaign we received media and news coverage accounting for the production costs of the campaign (“Manu a la radio”, “20minutes”, “Yahoo Actuallités”) and relevant to the target audience. We were present in social media (over 3,000 local impressions within 24 hours), gaining traction in blogs and tweets.