In-Breather - Clorets | Clapboard Ad Archive

In-Breather is a 2018 film campaign from Ogilvy for Clorets that strategically elevates the brand within South Africa’s confectionery and snacks category by dramatizing the transformative power of fresh breath in everyday moments. Positioned as more than just a mint, Clorets is cast as an essential tool for personal refreshment and social confidence, with the campaign’s concept centering on the titular idea of taking an in-breather—a brief, revitalizing pause that resets the day’s pace and interaction. The campaign employs visual storytelling that leans heavily on symbolism and exaggerated imagery to convey the product’s benefit, a technique that aligns with what Clapboard classifies as FORMAT#9—Symbolize the Benefit. Rather than relying on narrative resolution or celebrity endorsement, the film captures relatable yet heightened scenarios where the act of freshening breath becomes a metaphorical inhalation of calm and clarity, thus embedding Clorets into moments of personal empowerment. The choice to use English as the film’s language ensures broad accessibility across South Africa’s diverse linguistic landscape, enhancing the campaign’s reach and resonance. This approach reinforces the brand’s relevance in a competitive market by linking the sensory experience of freshness to emotional and social outcomes, a critical insight for a product category often limited to functional claims. The campaign’s singular media asset harnesses high production values and a polished aesthetic that supports this elevated positioning, creating a seamless fusion of product benefit and lifestyle aspiration. Clapboard rates this campaign 60/100 in its global creative archive. In-Breather matters because it demonstrates how confectionery brands can transcend their traditional product focus by embedding themselves in the consumer’s daily rhythm through symbolic storytelling that taps into universal needs for confidence and renewal.