Mouthwash is tricky. I don’t mean using it, although I have had my share of mishaps caused by gargling that turned into gurgling. No, I’m talking about marketing mouthwash. The product treats a serous problem that one just naturally wants to make fun of.
Well, in this site for Scope mouthwash (created by the Canadian arm of huge Japanese agency Dentsu) the advertiser joins in the fun. The “Test Your Breath” experience asks you to breathe into your computer’s microphone (ummm…right) and then shows you the effects (and the special effects) your malodorous breathing might have on unsuspecting folks around you.
While the site is amusing and a has good production values, I can’t help but think they missed something here from a marketing perspective. I mean, if someone is interested enough to go to a site selling a mouthwash, shouldn’t they have the opportunity to find out more about the product if they want? Here, once you see the joke, there is nothing else to do except play the “game” again. There is not even the possibility to link through to the Scope site. Engaging a consumer online is fine, but giving that consumer a way to continue the engagement is even better.
