Mouthwash use in China is still rare. Data showed existing users tend to be braver and more open-minded. We combined this insight and engaged with one of their passion points – food.
We came up with the Idea of “Bold to Bite”. Eat all you want, don’t let it hold you back. With humour, internet slang and vivid visuals, we urged audiences to enjoy food without holding back. Partnering with VJ Wang Han, we amplified videos across targeted channels, supported by dynamic posters and digital design.
