To connect with a younger and more diverse audience and increase its market share, TheraBreath deployed a cross-media campaign that relied on using authentic depictions of its target audience and encourage them to try a new mouthwash brand.
When Church & Dwight acquired TheraBreath in 2021, the 28-year-old brand had just a 5.6 percent market share in the mouthwash category, which consisted of a limited, but well-known consideration set (ahem, Listerine and Crest). TheraBreath needed a breath of fresh air to break through. The brand was a silent underdog with 7 percent unaided awareness and had to shatter the imposing 70 percent brand loyalty to Listerine. Outspent and unknown, TheraBreath had to challenge the sea of sameness in the category with advertising that stole market share from the established titans.
Smashing the stale dental office clichés and clinical close-ups, TheraBreath fled from fear-mongering worst-case scenarios. It was time to inject a much-needed dose of positivity, flipping the script to reinvigorate the musty mouthwash aisle with a fresh perspective.
Mouthwash has long been viewed through a clinical, medicinal lens in popular culture. The category has been firmly rooted in functionality over emotional resonance. This perception is compounded by the harsh "burning" sensation that most mainstream mouthwash brands tout as a signifier of effectiveness. While marketed as refreshing, the intense sting and overpowering flavor can make the experience unpleasant. Furthermore, mouthwash formulations force consumers to meticulously scrutinize ingredient labels, whether for personal or religious reasons.
From a social perspective, mouthwash carries some stigma. It is sometimes viewed primarily for masking odors or as being a coverup for poor oral hygiene. Popular media often depicts characters using mouthwash feverishly before meetings or dates as a last-ditch measure.
However, with the emerging cultural appreciation for self-care rituals prioritizing emotional wellbeing over just physical needs, TheraBreath leaned in to reimagine how society sees and feels mouthwash, realigning the category's broader cultural perception.
Inspired by transformative true stories, TheraBreath's campaign celebrated positive affirmations and envisioning your best self. Frustrated by artificial ingredients and burning rinses, conscientious consumers craved an effective solution. Daily doubts, bad breath, and poor oral health blurred the mirror's reflection. But TheraBreath sharpened the focus, helping consumers to see their best selves.
A key differentiator was TheraBreath's dentist-formulated origins and an ironclad satisfaction guarantee. Dr. Katz developed TheraBreath to help his own daughter conquer her bad breath and delivered a promise to the consumer that every swish was 100 percent satisfaction guaranteed. This consistent detail would reinforce the product's credibility setting it apart from the competition. No burning, no compromises, just self-assurance.
Swishing became a powerful ritual — trading insecurity for fresh breath and boundless possibility. "It's Swishy Time" catapulted you to invincibility. No more fearing first impressions or close talkers. TheraBreath empowered customers to conquer the day — one swish, and they'd be unstoppable.
The brand's strategy shattered the monotony of the blue bottle aisle, allowing it to capture new consumers and increase market share. TheraBreath drove home its unique positioning to create a strong message, "Don't feel the burn, feel the swish!" It rallied fresh breath fanatics craving an alternative.
These fanatics are early adopters, looking to try new products. Uniquely, TheraBreath attracted a younger, and more diverse fanbase. The brand set out to showcase a relatable audience in the video spots, helping motivate the target to try the product, even at a premium price.
Throughout the purchase journey, TheraBreath immersed fanatics in the swishy feeling that propelled them to conquer the day. Media investment was optimized to drive meaningful connections. Video, influencers, and social platforms were at the center of capturing the hearts and mouths of younger consumers.
"Swishy Time" launched with a bang across TV, connected TV (CTV), and YouTube, using consistent flighting to build brand bias and awareness. To build frequency and pull consumers to conversion, the brand deployed video retargeting that delivered harder hitting messaging, highlighting TheraBreath as the mouthwash of choice. To amplify, Google search captured hand raisers looking for product information by driving them to educational content on the TheraBreath website, highlighting the unique benefits. Retail media tactics were laser-focused on winning new consumers across Amazon, Walmart, and Target.
But to truly disrupt, the brand needed to find white space that had limited competition but scale and significant cultural cache. It turned to TikTok and the #TikTokmademebuyit phenomenon. Launching with influencers who embodied the "Swishy Time" spirit, TheraBreath aligned with seasonal and cultural trends — leveraging TikTok's scale and cultural currency. The brand unlocked TikTok's full potential as an unmined mouthwash marketing frontier, and the results spoke volumes.
TheraBreath's disruptive Swishy Time campaign catapulted awareness of the brand and truly shook the mouthwash aisle, skyrocketing market share from 5.6 percent to 15.6 percent. It dethroned Crest as No. 1 alcohol-free mouthwash and became the No. 1 total mouthwash brand on Amazon and at Target.
A category revolution, TheraBreath accounted for 54 percent of Total Mouthwash Growth — the Fastest Growing Leading Brand outpacing all others combined. Media and marketing unleashed this meteoric rise and drove an amazing 70 percent increase in ROI.
