When Dr. Harold Katz created oral care rinses at California Breath Clinics over three decades ago, he had no idea that TheraBreath would grow to the place it is today. TheraBreath products are revolutionary, combatting bad breath by attacking the germs that cause it, as opposed to masking bad breath with heavy flavors. The brand’s effectiveness in attacking bad breath has become a defining quality, and TheraBreath has only grown, rolling out expansions that include products for gum health, teeth whitening, cavity prevention, and more.

Goals

As a rapidly emerging mouthwash brand, there was an opportunity for TheraBreath to reach new audiences, with a particular interest in shifting who they were reaching and how they were reaching them. Parent company Church & Dwight worked alongside their agency, Wavemaker, to identify and advertise to Canadian audiences through Amazon.ca. Church & Dwight also considered that their past marketing approaches were too spread out across channels, stretching ad dollars, but not particularly seeing the impact they wanted, nor the ability to measure the impact when spread across channels. Seeking a measurable full-funnel solution, Church & Dwight wanted a campaign that not only sparked an increase in brand awareness, but also conversions. In partnership with their agency, Wavemaker, Church & Dwight created a new strategy for the oral care brand, which they dubbed “couch-to-cart,” addressing the measurable, full-funnel needs of TheraBreath.

Approach

Launching in July 2024, “couch-to-cart” came to life, with the brand wanting to disrupt their past, more traditional approach. With an Amazon-centric campaign, the brand infused incremental dollars to focus efforts, boosting momentum for the brand on Amazon specifically. Capitalizing on the ability to advertise and sell on the Amazon store, the couch-to-cart framework leveraged a combination of awareness tactics, as well as secondary and tertiary touchpoints that drove customers to the point of sale, scaling the full-funnel with multiple touchpoints.

To activate, Church & Dwight implemented a media mix including ads on Prime Video, online video, display, and search. Additionally, through Amazon Marketing Cloud, the brand was able to identify custom audience groups unique to Amazon to help them reach the types of customers they identified as optimal for TheraBreath’s new audience goals. With the help of sequential messaging, the brand was able to blend their approaches, combining the power of upper-funnel advertising with conversions that improved the brand’s bottom line.

Result

The campaign, which ran from July 1–December 31, 2024, proved to be successful for Church & Dwight, with results showing that TheraBreath had a 30% increase in brand awareness versus non-exposed audiences, a 37% increase in new-to-brand customers year-over-year, as well as 32% growth in new-to-brand sales.¹ In terms of sales performance, TheraBreath reported a 38% increase in units sold, a 50% growth in their customer base, and a 44% increase in dollar sales.²

For TheraBreath, the campaign is a proof point of what an integrated full-funnel approach can do for emerging brands. The consolidated media strategy illustrates how combining upper-funnel awareness tactics alongside lower-funnel conversions can drive significant business results across metrics. And Wavemaker is excited about the prospect of more “couch-to-cart” campaigns in the future, helping brands who sell on Amazon make the most of Amazon Ads full-funnel capabilities.

And of course, when an oral care brand specializing in combatting bad breath gets a win? We all win.

Sources

1. ^1-2 Amazon internal, Canada, 2025.