Viatris France was looking to create short set of animation videos for social media to justify and encourage acceptance of the CB12 mouthwash – a leader of the halitosis market – premium price positioning, ensuring that the consumers understand that 10ml of CB12 liquid is enough to get rid of bad breath, and consequently that CB12 doesn’t cost too much, with the end goal leading to a higher rate of repetitive buying.
Aligned with the new creative concept, “In life, 10ml is not always enough. But it’s just enough to get rid of bad breath,” a creative script, and a series of 4 animation videos with the hero product CB12 Mint (blue cap) were produced. These videos along with the broader brand campaign, led to increase perception of the CB12 product with awareness of the higher concentration, with less quantity usage being enough for the consumers, and the product being part of their daily routine leading to higher frequency of buying.
Viatris France – CB12 Mouthwash Social Media Campaign Videos
