MUSE Gold

2022

Bad Breath Mask

Entrant Company

Daehong Communications

Category

Advertising - Magazine AD (Campaign)

Client's Name

Lotte Confectionery(XYLITOL)

Country / Region

Korea South

Issue: Wearing a mask has become a natural routine due to the Covid-19 Pandemics. Especially in the case of Korean food, many Koreans suffer from spices and smelly foods such as garlic, onions, crabs, and fish. If you wear a mask right after you finish eating, it even makes you feel like you’re wearing the food you just ate.

Solution: Xylitol gum provides immediate help with bad breath. Xylitol tastes sweet but is known to prevent cavities, making it a natural sweetener used instead of sugar. Xylitol has different chemical structural formulas from sugar, which does not make it food for cavity bacteria and weakens cavity bacteria. Chewing gum itself induces an increase in saliva, which is effective in preventing cavities by suppressing bacterial growth in the mouth.

Result: Gylitol Gum has 80% market share and does not miss Korea’s No. 1 gum brand even in the Pandemic environment.

Credits

Creative Director / Daehong Communications
YunJin Park
Art Director / Daehong Communications
Youngwoo Kim
Copywriter
YeonJi Cha
Account Director / Daehong Communications
Junghwan Kim
Account Executive / / Daehong Communications
SangMok Lee
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