Marvis is a luxury toothpaste. This campaign emphasizes this fact through pitching Marvis as the ultimate palate cleanser, the toothpaste to freshen your breath between or after meals.
The guerilla aspect of the campaign reaches consumers at restaurants. Cloth napkins are embroidered with a message prompting the diner to freshen up in the restroom. The Marvis kit allows those diners to sample the product in an environment where the product might be needed.
The microsite is compatible with social media. Users sign in using a twitter or facebook account. The consumer can try once per day to see if they are on "the list". If they are, they win prizes; if they aren't, they can try again another day.