Ice Breakers has a tip for all of the new mask wearers out there: beware of your breath. Or, to put it in the brand’s terminology: #MintBeforeYouMask.
Mask breath is an issue healthcare workers used to wearing masks are accustomed to dealing with. Now that the general public is donning masks to head outside they are learning that smelling their breath behind the mask isn’t always a pleasant experience.
Ice Breakers is pointing out the issue in an in-house campaign that thanks people for wearing masks while also suggesting they have a mint—an Ice Breakers one, of course.
“I’ve always told people around the company if you have an insight, if you see something that you think is compelling, just reach out to me and share it,” says Ryan Riess, senior director of social strategy and content at the Hershey Co., which makes Ice Breakers.
That’s what Michael Jenks, associate brand manager, innovation, did. He emailed Riess after hearing about mask breath from his fiancée Dr. Carissa White, who is a radiologist at the Penn State Health Milton S. Hershey Medical Center.
“This is actually shockingly relevant right now,” says Riess.
Plus, the ad may serve as a reminder to people to buy mints, which is something they haven’t been doing as often during the coronavirus pandemic.
The 15-second spot begins with a thank you message to those wearing masks "for grandparents, neighbors and cashiers," before asking “how about a mint before you mask?” It ends with the voiceover saying, “because mask breath? It’s real.”