We joined forces with V6, a prominent dental gum brand, to transform its strong brand awareness into a ritual, habit-forming consumer behavior. The campaign—“The Awkward Brushers”—was crafted to bridge the gap between recall and regular purchase by anchoring V6 gum within the everyday brushing routine.
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Campaign concept and creative development
Social video content production
Brand messaging & tone of voice
Media placement strategy
Consumer insight & behavior analysis
Activation concepts across in-store and digital touchpoints
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Vision
While V6 already enjoys excellent recall, the mission was to make it more than a remembered brand—to make it part of daily life. By embedding V6 after brushing habits, the campaign aimed to position the gum as a small but meaningful ritual that prolongs freshness and confidence throughout the day.
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Strategic Objectives
Convert recall into routine: Move V6 from a brand people recognize to one they reach for automatically after brushing.
Increase frequency: Drive repeat purchase and consumption by aligning with an everyday hygiene activity.
Create relatable engagement: Use humor and real-life awkwardness to make the campaign feel authentic and memorable.
Build multi-channel integration: Seamlessly integrate online, in-store, and social elements to reinforce the gum-as-habit message.
Key Strategic Initiatives
Humor-driven narrative
We leaned into small social awkwardness—those crisp, post-brush moments when fresh breath matters most. The "Awkward Brushers" concept used relatable scenarios to make V6 the natural follow-up to brushing.Social-first content
Short, shareable video spots captured everyday moments like sneezing or talking closely with someone—each scenario humorously underwritten by the idea, “You just brushed… but what now?”Insight-led messaging
Consumer behavior research showed a gap between fresh-breath intent and action; bridging that with a nudging cue (V6 gum) positioned the product as the perfect, effortless follow-through.In-store reminders
Strategic placements—like display bins near dental aisles or checkout—offered real-time prompts to pick up a pack of V6 right after brushing-related purchases.Consistency in tone
From social captions to point-of-sale taglines, the tone stayed cheeky yet charming—keeping the brand approachable while reinforcing routine.
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With “The Awkward Brushers” campaign, we effectively turned brand awareness into habitual behavior. By tapping into the universal post-brushing awkward moment and offering V6 gum as the effortless solution, we increased purchase frequency while maintaining V6’s playful, relatable identity. The campaign not only reminded consumers of V6—it made them reach for it.
