The Saila Breath Mint Campaign Centers Around Hilarious Hybrids
Meghan Young — December 10, 2013 — Marketing
References: yr & ibelieveinadv
The Saila Breath Mint campaign reads, "Don’t let what you eat speak for you." This is somewhat creepily illustrated with the superimposition of a human mouth onto classic smelly foods including fish, onions and garlic. Although the sight of such mutated foods might seem disturbing, it really does send a strong message. People will either rethink what to eat for lunch or simply arm themselves with these powerful mints.
Conceived and executed by the Young & Rubicam ad agency branch based in Milan, Italy, the Saila Breath Mint campaign was art directed by Andrea Fumagalli with creative direction by Vicky Gitto. The images were shot and post-produced by photography studio Artoutlab. Rather minimalist aside from the hilarious hybrids, the ad campaign also promotes different mint flavors.
Conceived and executed by the Young & Rubicam ad agency branch based in Milan, Italy, the Saila Breath Mint campaign was art directed by Andrea Fumagalli with creative direction by Vicky Gitto. The images were shot and post-produced by photography studio Artoutlab. Rather minimalist aside from the hilarious hybrids, the ad campaign also promotes different mint flavors.
Trend Themes
1. Surreal Ad Campaigns - Opportunity for brands to create attention-grabbing advertisements by merging unexpected elements.
2. Food Marketing - Potential for food brands to use humorous and provocative imagery to promote their products and capture consumer attention.
3. Personal Care Products - Room for innovation in the breath mint industry by highlighting the impact of food choices on one's breath and offering powerful solutions.
Industry Implications
1. Advertising and Marketing - Incorporating surreal and humorous elements in advertising campaigns can help businesses stand out and engage customers.
2. Food and Beverage - Brands have an opportunity to leverage creative and provocative marketing tactics to promote their food products and drive consumer interest.
3. Personal Care and Beauty - Breath mint companies can disrupt the market by emphasizing the importance of fresh breath and offering unique mint flavors that cater to consumer preferences.
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