Advertiser: P&G
Agency: PUBLICIS KAPLAN THALER
Category: Internet Film Series
Advertising campaign: COURAGE ENCOURAGED
Art Director: Einav Jacubovich (Publicis Kaplan Thaler)
Photographer: Jason Nocito (Ds Reps)
Connections Director: Josie Lyons (S M G)
Social Strategist: Kathleen Hartnett (Publicis Kaplan Thaler)
Agency Producer: Jeri Slater (Publicis Kaplan Thaler)
Brand Strategist: Johanna Salas (Publicis Kaplan Thaler)
Global Group Account Director: Kate Stirrat (Publicis Kaplan Thaler)
Director Of Interactive Production: Mikey Centrella (Publicis Kaplan Thaler)
Director: Rick Mirecki (Crux Digital)
Chief Creative Officer: Rob Feakins (Publicis Kaplan Thaler)
Bal Worldwide Account Director: Angela Pasqualucci (Publicis Kaplan Thaler)
Integrated Production Director: Chris Berger (Publicis Kaplan Thaler)
Copywriter: Danny Mchatton (Publicis Kaplan Thaler)
Executive Creative Director: David Corr (Publicis Kaplan Thaler)
Senior Vice President: Margarita Miranda-Abate (M S L)
Account Supervisor: Shelby Donovan (Publicis Kaplan Thaler)
Copywriter: Todd Perelmuter (Publicis Kaplan Thaler)
Senior Analyst: Anna Kuhn (Publicis Kaplan Thaler)
Art Director: Anthony Dipaula (Publicis Kaplan Thaler)
Creative Director: Carlos Figueiredo (Publicis Kaplan Thaler)
Implementation
We stopped talking about bad breath and started talking about why people really use Scope mouthwash—for social courage. We developed an irreverent look, tone and feel that leveraged Instagram-style photography, courageous copy and a variety of fun, unexpected social situations. We made sure that all of the content was engaging and shareable, so we could increase Scope’s Facebook fan base and further extend our reach.
Relevancy
With our new look and tagline, “Courage Encouraged,” we set out to inspire courage, bring people together, and create real human connections that can only happen when you’re confident in the freshness of your breath. We took our message to the streets and created a web series called Face-to-Face Friending, we brought Social Courage to the Voodoo Experience Music Festival in New Orleans, and we even set out to bring a divided nation together (with a little humor) during the hotly contested U.S. presidential election.
Client Brief Or Objective
The objective of this campaign was to rebrand Scope Mouthwash in a unique way to make it a relevant brand for the younger fresh breath seekers who are heavy users of gum and mints. We wanted to engage them in the historically low-interest category of Oral Care and get them thinking about the courage and confidence that comes with knowing you have fresh breath. The goal for the first 6 months was to grow and engage fans.
Outcome
As it turned out, people like talking about Social Courage. By creating provocative content that people wanted to engage with, our Facebook engagement tripled, the number of shares quintupled, and our fans grew from 170,000 to over 600,000 in four months. We established an engaged consumer following who is socially courageous online and offline, and who loves to share Scope’s content with their friends.