A BRAND AT A CROSSROADS
Scope Mouthwash was on the verge of being cut at Procter & Gamble. With limited budget and little to lose, we were given the freedom to rethink the brand.
We took it to social. The idea: Social Courage.
In a category defined by kissing and bad breath, we shifted the conversation to something broader: confidence.
That became Courage Encouraged, a new social platform with a bold visual language and an ownable voice. A system designed to make people feel more outgoing, both online and off.
The result: hundreds of posts, hundreds of thousands of new followers, and a brand that re-entered culture by leading the social push alongside much bigger brands and “deodorant spices”. Not bad for a mouthwash.
We took it to social. The idea: Social Courage.
In a category defined by kissing and bad breath, we shifted the conversation to something broader: confidence.
That became Courage Encouraged, a new social platform with a bold visual language and an ownable voice. A system designed to make people feel more outgoing, both online and off.
The result: hundreds of posts, hundreds of thousands of new followers, and a brand that re-entered culture by leading the social push alongside much bigger brands and “deodorant spices”. Not bad for a mouthwash.
Role: AD Lifestyle: Jason Nocito Illustration: Chris Piascik
MAKING FRIENDS, FACE-TO-FACE
To introduce our social presence, we filmed Dave trying to make Facebook friends in real life—no actors, just genuine connections. He made 96 new friends in one day and racked up millions of views.
To introduce our social presence, we filmed Dave trying to make Facebook friends in real life—no actors, just genuine connections. He made 96 new friends in one day and racked up millions of views.
Director: Rick Mereki
MORE WORK