Like a breath of fresh air—literally and figuratively—TheraBreath made its much-anticipated Philippine debut on 28 August at the Stratosphere Event Place, Century Mall. Far from the typical product launch, the No. 1 mouthwash brand on TikTok in the US chose to enter the local market with a party, blending the energy of nightlife with the science of oral care.
The evening started on a business note before giving way to beats and bites. At the heart of the celebration was TheraBreath’s bold promise: to be “a better mouthwash.” That guarantee comes straight from its creator, Dr. Harold Katz, who first developed the formula in 1993 to help his own daughter overcome chronic bad breath. What began as a father’s solution has since become a global brand, trusted by millions.
“Launching TheraBreath, we knew we had to do something different and exciting,” explained Albert Alcance, Deputy Head for E-Commerce D2C at AnyMind Philippines. “That’s why we’re leading with affiliates and content creators as our key partners in reaching consumers. With TikTok and live-streaming partners on board, this isn’t just another campaign—it’s a new way of connecting, of telling our story in a fresh and engaging way.”
The strategy reflects the evolving dynamics of marketing, where creators are culture-shapers, not just endorsers. For professionals and students of marketing, the TheraBreath launch offers a fascinating case study in leveraging innovative, creator-first approaches to introduce a global brand to a new audience.
Where there’s TikTok and creators, there is selling—direct to consumers—and the strategy takes on another level. Mayi Baviera, Country Manager, AnyMind Group for the Philippines, said, “With our D2C ecosystem, including live-selling and digital storefronts, we’re ensuring that more Filipinos can experience the confidence of fresher breath, delivered right to their doorstep.”
Of course, the brand’s name itself says it all: Thera nods to therapeutic care, while Breath is the unmistakable promise of freshness and confidence. It’s a no brainer. It’s all breath, and it’s all fresh.
The launch party lived up to that branding. Content creators from diverse categories were front and center, capturing instant engagements from creative activations scattered across the venue. Aside from a long table where creators can pit TheraBreath v Brand X, four immersive T&B installations doubled as eye-catching backdrops for selfies, reels, and stories, flooding social feeds in real time. A highlight of the night was the raffle, with winners drawn from a giant transparent whirring ball tent—an amusing spectacle that even the DTI representative had to step inside to validate.
Colorful, playful, and unmistakably refreshing, TheraBreath’s Philippine debut wasn’t just a launch—it was a statement. A reminder that oral care doesn’t have to be routine; it can be vibrant, social–and yes, even fun.
For more information, visit:
Lazada: https://www.lazada.com.ph/shop/therabreath-ph
Shopee: https://shopee.ph/therabreath_ph
TikTok: https://www.tiktok.com/@therabreathphilippines?lang=en
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