The Challenge
Minties needed to cut through a crowded pet dental category where competitors leaned on generic “fresh breath” claims. The brief called for a big creative platform that would make bad breath impossible to ignore, while keeping the brand’s tone warm, funny, and relatable to everyday pet parents.

The Insight
Pet owners know their dogs’ bad breath is more than just an inconvenience, it can derail special moments. A stinky kiss on the couch, a ruined cuddle, or a disrupted camping trip all highlight the tension between a pet parent’s love and a pet’s hygiene. Bad breath doesn’t just smell bad—it ruins the moment.

The Big Idea
“Bad Breath Ruins Everything.” The campaign dramatized the problem through exaggerated but relatable scenarios—like a camping trip gone wrong when a dog’s bad breath sets off a chain reaction that even attracts a bear. Each story humorously showed how Minties solves the problem, restoring fun, closeness, and connection.

Execution

• Video: Produced, directed, shot, edited 6s, 15s, and 30s national spots featuring human actors, trained dogs, and even a trained bear—balancing humor with high-quality brand storytelling.