The Breath Boutique – credit, The Humble Co., released
At a small store in Stockholm, there’s a discount if you pay with bad breath.
In fact, they’ll give you everything you need: toothpaste, a toothbrush, flossers, and more all for free—provided your breath is sufficiently rancid.
Jokes aside, the Swedish oral care company The Humble Co. commissioned a survey that found 1 in 3 people experience bad breath at least weekly, while 50% have avoided telling someone else their breath stinks.
To help clear the air, Humble Co. opened the Breath Boutique in the Hornstull neighborhood of Sweden.
“Your breath usually pays the price for a poor oral care routine. With this campaign, we turned that around and let people literally pay for a better one,” say Martin Noreby and Simon Lublin, creative directors behind the idea.
Anyone can come to the Breath Boutique and use a handheld analyzer to measure sulfur compounds in their breath.
Rated on a scale of 1 – 4, sufficiently stinky breath is an acceptable payment method for The Humble Company’s line of oral care products.
“By turning bad breath into a payment method, we wanted to make the subject less awkward, challenge the taboo, and inspire more people to take care of their oral health,” says Louise Lehmann, Marketing Manager at The Humble Co.
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