Communication Design
Design For Communication

Keeps apart
Brand: Happydent White
Client: Perfetti Van Melle
Entrant: Schbang

The First List

Entry Title:	Keeps apart
Brand:	Happydent White
Client:	Perfetti Van Melle
Entrant Company:	Schbang
Confirm:	Presentation board
Physical media is required for your entry please confirm you will be sending.:	105781
Description:	In India, chewing gum isn’t part of everyday life the way it is globally—especially after meals. Yet, in a culture where food is central, this presented an opportunity. We repositioned Happydent White not as a snack, but as a post-meal hygiene ritual—one that freshens breath and helps clean teeth. The campaign adopted a minimalist visual language to break through advertising clutter. Every design was rooted in the product's functional promise: removing food particles and cleaning teeth. Using crisp, relatable imagery, we made the benefit instantly clear and appealing. Insight drove strategy: most Indians end meals without a proper oral care routine. By connecting Happydent White to this habitual moment, we could introduce a practical, easy-to-adopt ritual. The visuals were purposefully designed for urban consumers—those who appreciate design, efficiency, and everyday wellness. Executed across digital, in-store, and outdoor media, the campaign delivered high-impact visibility. More importantly, it sparked a shift in consumer behavior—embedding Happydent White as a natural post-meal choice. This wasn’t just a gum campaign. It was the beginning of a new hygiene habit, transforming a cultural gap into a functional daily ritual.
Company Credits:	Schbang
Individual Credits:	Schbang