TheraBreath is turning awkward honesty into a refreshing experience with its new campaign, enlisting comedian and influencer Jake Shane to address a common but uncomfortable issue: bad breath.
Acknowledging that few people want to confront friends or family about halitosis, TheraBreath and Shane aim to lighten the moment while promoting their latest toothpaste varieties.
“As someone who literally talks for a living, I want to enter every conversation feeling fresh and invincible,” Shane said. “Everyone deserves to start their day with a confident smile and fresh breath, and I’m excited to help deliver that message.”
The campaign, dubbed “Breathapy” sessions, runs through December 10. Fans can nominate someone in need of a freshening up via Instagram by messaging @TheraBreath with the nominee’s handle and #Breathapy.
The first 200 nominees will receive a personalized note encouraging them to freshen up, along with a promotional code for a TheraBreath toothpaste sample.
Five winners will receive a “Breathapy” session—a lighthearted video pep talk from Shane—and a promotional code to select a toothpaste tailored to their dental needs, whether it’s whitening, deep cleaning to combat germs and plaque, or supporting healthy gums.
Launched in August in response to demand for its TikTok-viral rinses, TheraBreath’s new toothpaste lines reportedly became top sellers during Amazon Prime Day in October.
