We completely rebranded Scope Mouthwash, from one your grandma would use, to one for the younger generation.

Mouthwash was a product of the older generation, and people in their early 20s were just not buying it. So while other mouthwashes were talking about germs and bad breath, we changed the conversation to something new: courage. We introduced their new tagline: courage encouraged, and completely rebranded Scope mouthwash, down to their product.

Photographed by Jason Nocito

We kicked off our brand re-positioning on social, and regularly responded to topical events that required a bit of courage.

We also worked closely with Scope Mouthwash to completely re-think their media strategy, showing up in places mouthwash never showed up before.

Every year thousands of music fans join the Voodoo Music festivals in New Orleans. Armed with a jumbotron by the main stage, Twitter, and 150,000 attendee's cell phones we connected strangers, turning the festival into a new type of social experience. Through Facebook analytics, we found the people in the crowd that had most in common, and brought them together.

The event was picked up by major press, including The New York Times, People magazine, Fuse and the Wall Street Journal. From this one event, over 300M media impressions were made.

Brand case study.