COMMERCIAL CAMPAIGN TO TREAT BAD BREATH THROUGH MOUTH SPRAY PRODUCT "KAVELA" FOR WOMEN AGE 22 – 30 YEARS OLD

Mimpang, Irene Siwi (2025) COMMERCIAL CAMPAIGN TO TREAT BAD BREATH THROUGH MOUTH SPRAY PRODUCT "KAVELA" FOR WOMEN AGE 22 – 30 YEARS OLD. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Bad breath problems are experienced by ±50% of Indonesian women and more than 90% of cases originate from the oral cavity. This condition causes a decrease in confidence, anxiety, and obstacles in social interaction. The findings of the questionnaire conducted by the researcher showed that 80% of respondents were worried about their bad breath, 85% had problems with the mouth area, and 64.3% doubted the safety of mouth spray even though Kavela had BPOM and halal certification. In addition, 74% of respondents have never even known about Kavela products, indicating a lack of exposure and visual irregularity on the brand's social media. Through a campaign design approach based on commercial campaign theory and visual communication design concepts, this design develops educational message strategies related to the causes of bad breath, the safety of Kavela's active ingredients such as xylitol and sucralose, and the benefits of mouth spray as a fast, practical, and safe solution. The research methodology includes observations, interviews with Kavela CMO and dentists, questionnaires, as well as TWOS analysis, consumer insight, and consumer journey to formulate communication strategies relevant to the target audience. The design result is in the form of a digital campaign "Sparkle on, Speak on" with Instagram main media, video campaigns, ambient media, and event merchandise kits. This campaign aims to increase awareness, strengthen brand image, build education about mouth spray safety, and encourage increased audience confidence in face-to-face interactions. With more consistent, informative, and strategic visuals, this campaign is expected to increase public acceptance of mouth spray and strengthen Kavela's position in the oral care product market.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Chidtian, Aileena Solicitor Costa Rica El	NIDN0019018702	aileena.dkv@upnjatim.ac.id
Thesis advisor	Aji, Restu Ismoyo	NIDN0006019502	restu.ismoyo.dkv@upnjatim.ac.id

Subjects:

N Fine Arts > NC Drawing Design Illustration

Divisions:

Faculty of Architecture and Design > Departement of Visual Communication Design

Depositing User:

Irene Siwi Mimpang

Date Deposited:

03 Dec 2025 07:25

Last Modified:

03 Dec 2025 08:57

URI:

https://repository.upnjatim.ac.id/id/eprint/47475