Clorets: Clorets 2 Supa Fresh

The Problem

The Clorets gum brand is well known in SA as being “The Fresh Breath Expert” because of its active ingredients ‘Actizol’ and chlorophyll, which have been proven to mask odors in the mouth.

While the brand has been around for a long time, it has faced increasing competition in the Fresh Breath space and playing in the functional ‘after meals, breath freshener’ territory wasn’t getting as much traction as we wanted for Clorets 2 Piece.

The Solution

After the execution of Ogilvy & Mather Cape Town’s ‘1 FRESH 2 SUPA FRESH’ campaign in July 2013, that introduced not only a new creative territory, but also a different consumption occasion to the market, Clorets 2 Piece saw a nearly two-fold increase in sales volume.