The possibility to choose (which the Breath Measurer seemed to provide) has become the key element of trust from target audience. In spite of the fact that this campaign was meant to be ironical and was presented to the target audience in a funny way, a lot of young adults took the Breath Measurer seriously, almost as a medical device.

Enhance brand essence – self-confidence while socializing with other young adults (18-25).

A very strong connection between breath freshening and Winterfresh was built.About 60% of young adults who used the Breath Measurer bought Winterfresh afterwards.

Consumer and media have never been closer before – only one breath away!The rules of using the Breath Measurer are very simple: breathe onto a special field with metallized surface…; check the size of the circle your breath has just made…; and define what chewing gum YOU need NOW- Winterfresh Original or Winterfresh Cool Breeze!

An "interactive media" - Breath Measurer which was placed near the sales window. Thanks to that, young adults could choose for themselves a breath freshening chewing gum most suitable at that moment. But actually they had only one alternative: Winterfresh (Original or Cool Breeze). That’s the key success factor of this idea!