We specially designed air fresheners to have the shape of man's face with a wide opene mouth, sending out Clorets' fresh cool mint scent. We chose to give them away to taxi drivers around Bangkok, since the Thai taxi passenger compartment is notorious for smell, mostly from the bad breath of the drivers and the passengers. Yes, almost all Thai people have to live with smelly breath thanks to spicy and pungent ingredients in our delicious Thai dishes. Plus, it's one of our friendly habits to have a chat with the driver or amongst ourselves.

The fresh pleasant smell from our air fresheners not only offered drivers and a large number of passengers or our consumers more enjoyable ride, but also created a nice experience, closer relationship and favourable responses to the Clorets brand and sales. Also, the campaign became word of mouth. That was why more and more taxi drivers or even passengers have kept asking for the rerun of this campaign.