Happydent White: Keeps apart

Problem: In India, freshness after meals is a deeply ingrained ritual, traditionally fulfilled by Mukhwas. However, chewing gum lacks cultural relevance and is seen as an occasional indulgence rather than a post-meal essential. With low penetration and sporadic usage, Happydent White faced the challenge of redefining gum as a necessary part of oral hygiene while respecting traditional habits.

Solution: Happydent White launched a strategic outdoor campaign targeting high-footfall dining areas to reinforce gum as a natural post-meal ritual. Using minimalist, visually striking creatives, the campaign cut through clutter and made the message instantly clear, even across language barriers. By seamlessly integrating gum into dining spaces, it positioned Happydent White as a modern yet culturally harmonious alternative to traditional mouth fresheners. The campaign aligned with India’s evolving hygiene mindset, transforming gum from an occasional treat into a habitual practice.

Result: The campaign increased product adoption and brand recall, making gum a habitual post-meal choice. By leveraging outdoor ads in dining zones, Happydent White became synonymous with freshness, driving a lasting behavioral shift.