Eclipse advises Victorians to fight ‘mask breath’ with its mints
Mars Wrigley’s Eclipse has advised Victorians to fight ‘mask breath’ with its mints.
Face masks became mandatory for people leaving their homes in the state of Victoria at 11:59pm on Sunday 2 August, at the same time the state entered stage four lockdown restrictions. In NSW it is advised people wear face masks when taking public transport, at supermarkets, shops, places of worship and entertainment venues.
The OOH assets are stationed near retail outlets that stock Eclipse mints
Mask breath is a phenomenon many have only recently noticed due to the advice to wear masks when outside the home, spurring explainer pieces and advice on how to prevent it across global publications.
The ads from Eclipse appear across Ooh Media’s out-of-home billboards near retail outlets, targeting consumers where they are most likely to purchase the mints.
Michelle Gazzola, Mars Wrigley portfolio director of gum and mints, said: “Wearing a mask is no fun, so we wanted to be cheerful and help people. An out of home campaign with Ooh Media was the best way to achieve this, because we know we’re resonating with our target market when they do venture out to the shops.”
Ooh Media chief sales officer Tim Murphy dubbed the ads ‘light relief’.
“People in Victoria are battling through some very tough circumstances, so it’s good to see the Eclipse brand promote some practical advice in a positive manner,” he said.
“This campaign will help people get over the ‘mask breath’ issues most of us have experienced during the past few months and provide a bit of levity at a stressful time.”
smart
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I know that when I am faced with a crisis that requires face masks, the first thing I think of is my breath and not my health.
There is a marketing term for such oversight.
The conundrum is How Advertising Loses Its Touch Over Seriously Important Situation. Let’s just call it HALITOSIS for short.
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Love this campaign. Totally on the money.
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@O’Reilly – you make it sound like every time you set foot outside your house you have to enter a burning orphanage to save all the children. This is our new normal. Masks are our new normal. Mask breath is our new normal. Eclipse have claimed themselves as the solution to this new phenomenon and hats off to them for doing so before Listerine, Colgate, TicTacs or Mentos did.
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Mask breath is real.
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Zero points for originality. It’s just a copy of a UK outdoor campaign for Extra. Yes they’re both Wrigley/Mars brands, but the ads are pretty much the same, even using the emoji again on the Australian creative.
https://twitter.com/JCDecaux_UK/status/1291341540019888130
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