Colgate Plax is a mouthwash. A mouthwash that actually does work.

One gargle and you'll get 12-hour germ and bacteria protection and long-lasting fresh breath.

The client requested us to come up with a single radio spot that raised awareness of the efficacy of the product.

Radio? We had never thought of fresh breath as an audio idea.

Well, it turned out to become a radio, press, and digital.