Eclipse gum was a serious brand in the Wrigley’s portfolio. It was designed to help people with bad breath. The problem? In the past - they took their marketing very seriously and people were embarrassed to be seen buying the product. We decided to defuse the tension for the consumer, by adding a fuse to the creative. Through making light of the problem - we were able to have fun with the efficacy of the product. Our message - Bad breath, you have nowhere to hide.

*Awards: Bronze Clio for print, Highlighted in best spots Adweek x2