Clorets go the comedy route with their new Billads campaign

Published: November, 2012

Conceptualised by Ogilvy Cape Town, the current Billads sampling campaign runs in 100 upmarket restaurants in Gauteng and the Western Cape until mid-January, with the payoff line ‘Clorets PURE, purifies any mouth’. The creative incorporates humour to encourage consumers to purify their mouth with Cloret’s PURE, before saying something they will regret. The concept is built on the fact that Clorets PURE has enhanced breath freshening properties, due to the natural ingredient Neutrafresh, thereby entrenching Clorets as ‘The Fresh Breath Expert’.

The campaign was booked by Carat strategist Tracey Bond and is pitched at upper LSM consumers and goes something like this....“I had it all worked out... my first blind date.

The fact that we hadn’t met before was a little unsettling but hey, you have to live a little, right? I even went clothes shopping... a guy, on his own, in the mall. I didn’t do too badly though and was all set to make a great impression.

She, however, turned out to be at least a head taller than me, and unfortunately for me, seemed to have left her sense of humour at home. It was a long night.

You know it was an awkward night when the highlight of my evening was receiving the bill. No, seriously! Inside my bill folder was a sentence that perfectly summed up my day: 'So you got the waiter who took away your ribs while you were in the bathroom?' My date didn’t have a sense of humour but I my bill folder did!

'I seem to have left my purse at home' she quipped nervously. I was ready to lose it all. But I reached for the sample of Clorets PURE enclosed with the bill and popped it into my mouth.

A blast of pure mint rushed through my mouth and prompted an epiphany: Clorets Pure, purifies your mouth.

I left the restaurant with my dignity intact, my tongue tingling and a pure breath.”

Funny...and clever!