TheraBreath hired Kill Boring Dead

2026 · Oral care

Bad breath is the thing nobody will mention, so the brand had to make a subject people avoid impossible to ignore.

Somebody said so

Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.

How we know

"The opportunity for us was to take something people generally avoid talking about and make it impossible to ignore. Bad breath is a very real, very human problem, but conversations around it can be awkward."

Who says so	Alison Tyssen-Hall, Church & Dwight's own senior brand manager for oral health. Mediaweek and Roastbrief both carry the campaign in full. Read it
A second source	Roastbrief carries the full campaign release, confirming the agency name, the Church & Dwight ownership, the named client and agency people, the microsite and SMS mechanic, the Kaitlin and Josh prank, the influencer seeding, and the line that the campaign brought creator content together with strategy, creative, digital, PR and fulfilment.
What the agency was asked to do	Not published as a quoted brief. On record: bring strategy, creative, creator content, digital, PR, fulfilment and a consumer nomination mechanic together under one integrated campaign platform for the Australian market.
How the agency was picked	Grew out of earlier work
How that happened	The release says this is the biggest piece of work KBD and TheraBreath have delivered together to date, so an existing relationship preceded it. No pitch is described and no rival agencies are named. Mediaweek describes KBD as a social-led creative agency and links to its earlier Red Rooster appointment and its creator-led TikTok work for Cathay Pacific.
How long it took	Launched early August 2026. Mediaweek published 16 August 2026. No contract length published.
Recorded as	TheraBreath (Church & Dwight)

Watch out for: This is one Australian campaign, not an agency of record appointment, and no fee or contract length was published. Mediaweek is the independent reporting; the Roastbrief page is the campaign press release republished in full, so treat its detail as the brands' own words. The scope quote naming creator content comes from that release, not from Mediaweek. No results have been published yet.

Every other case where they needed the skill once →

← Every case

Every case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.