Mars Wrigley and oOh! encourage Victorians to escape ‘mask breath’

Mars Wrigley Australia, ably assisted by oOh!media, is helping Victorians fight ‘mask breath’ via an Eclipse mints campaign encouraging them to ‘Freshen up behind the mask’.

As lockdown conditions require the wearing of masks in public in Victoria, the campaign takes a light-hearted approach to a common problem exacerbated by the face coverings – namely, having to smell your own breath.

The campaign is currently running across retail assets in Victoria to reach audiences wearing masks in close proximity to retail outlets, with oOh! the exclusive Out of Home partner.

oOh!media Chief Sales Officer Tim Murphy said the campaign offered a bit of light relief at an extremely difficult time.

“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.”

The campaign was conceived for Out of Home use as a way to help Mars Wrigley target consumers on the path to purchase, reaching out to people concerned about personal hygiene.

Michelle Gazzola, Portfolio Director Gum & Mints at Mars Wrigley Australia, said the Eclipse brand was all about freshening your breath, not only to help you open up and build connections with others, but also to look after yourself.

“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,” he added.