The BreathSavers brand had been stale while the mint category was on the rise. Hershey's recognized it was due time to create a new strategy and visual identity for the brand. Through consumer research, we discovered that BreathSavers users are highly engaged in their oral care routines — reinforcing the brand to be positioned as the mint that does more than just freshen breath, it is clinically proven to neutralize breath and provides additional oral care benefits.