Air Action Centerfresh is a mint-flavoured gum promising fresh breath. Amidst the multitude of mint flavoured gums in the market driving the same proposition, the brand needed to stand out.The idea:The mass media campaign was based on the thought that popping the gum made breath so fresh and powerful that it could propel a fat woman sitting on a swing purely on the strength of her scrawny boyfriend's breath.

In the online space the thought was carried forward by provoking the target audience (youth- predominantly male) to interact with the brand promise by literally getting them to act fresh!