This campaign was set out to get more sales, and show that REACH has a sense of humor for that younger demographic.
The campaign was focused on "the look." The look is something you receive by looking or saying something gross, dumb, or sketchy.
With REACH, the focus was on the negative affects of not flossing instead of the traditional benefits of using the product.
Photography and copy: Jeremy Morin
"Don't get the look."
"Maybe I won't be able to smell your breath through a magazine"
In a health magazine or People.
"You have bad coffee breath."
Outside of a coffee shop in a mall.