How TheraBreath Achieved 307% Revenue Growth and Boosted ROAS by 269% in Thailand with AnyTag & AnyX

Introducing a global brand into a market with deeply entrenched consumer habits and strong local competitors is a massive challenge for any business. We reveal the success story behind TheraBreath’s strategic move to successfully launch TheraBreath, a premium oral care brand, in Thailand. By deploying a comprehensive full-funnel strategy powered by AnyMind’s proprietary platforms, AnyTag and AnyX, the brand transitioned from fragmented marketing into a seamlessly connected tech ecosystem that drove and captured demand. This is an example of how shifting the “brushing is enough” mindset led to exponential revenue growth, shattered sales targets, tripled ROAS improvements, and established TheraBreath as a leader in the premium market.

By deploying a comprehensive full-funnel strategy powered by AnyMind’s proprietary platforms, AnyTag and AnyX, the brand transitioned from fragmented marketing into a seamlessly connected tech ecosystem that drove and captured demand. This is an example of how shifting the “brushing is enough” mindset led to exponential revenue growth, shattered sales targets, tripled ROAS improvements, and established TheraBreath as a leader in the premium market.

Get to Know TheraBreath and Church & Dwight

Church & Dwight is a leading global consumer packaged goods company, housing some of the world’s most trusted household and personal care brands. Among its portfolio is TheraBreath, a leading alcohol-free mouthwash brand from the United States. Formulated by a dental practitioner specifically to combat chronic bad breath, it stands out as a premium oral care solution renowned for its real-world results and clinically backed efficacy.

3 Major Challenges Before Entering the Thai Market

Despite immense success in Western markets, TheraBreath faced three significant hurdles when entering Thailand :

• 1. The “Brushing is Enough” Mindset: Most Thai consumers are not accustomed to using mouthwash daily and believe that standard brushing is sufficient for oral hygiene.
• 2. Price Sensitivity: TheraBreath needed to maintain its premium brand positioning and value in a market heavily accustomed to price slashing and aggressive discount wars.
• 3. Incumbent Dominance: Both local and established global brands already commanded strong, loyal customer bases.

Campaign Strategy (End-to-End Full-Funnel)

To build a new market rather than merely compete for a small slice of the existing one, the strategy required shifting consumer behavior at scale. Through AnyMind, Church & Dwight was able to engineer a unified, full-funnel approach that bridged offline buzz with seamless digital commerce.

• Localizing Insights for Thai Consumers: Data showed that Thais generally viewed mouthwash as unnecessary. We changed this mindset by connecting TheraBreath’s core benefits (alcohol-free, dentist-formulated) to highly relatable, everyday problems with bad breath.
• Driving Awareness (via AnyTag): We used AnyTag to find the perfect influencers to simulate real-life situations, sparking the viral hashtag #TheraBreathFreshImpression. We also hosted a launch event to build trust and teach the public that mouthwash doesn’t have to burn.
• Multi-Channel E-Commerce Management via AnyX: Once consumer interest was high, we used AnyX to seamlessly manage operations across Shopee and TikTok Shop. To protect TheraBreath’s premium brand image, we avoided price drops. Instead, we drove sales by using creator affiliates and offering monthly “Gift with Purchase” (GWP) promotions, easily exceeding our sales targets.

Campaign Results (August 2025 – March 2026)

Before the campaign started in August 2025, TheraBreath’s sales faced limitations and relied primarily on a single platform. However, after an 8-month partnership with AnyMind Group, our strategy connecting marketing and sales delivered clear, positive results across 3 dimensions:

• 307% Growth Rate: By expanding the brand’s digital footprint, Church & Dwight increased monthly sales volume by 4x compared to the pre-campaign baseline, successfully scaling the brand’s market reach.
• Omnichannel Revenue Diversification: The brand mitigated the risk of relying on a single platform. Shopee became the primary revenue foundation (72%), while TikTok Shop was successfully optimized to convert content engagement into actual orders, accounting for 24% of sales.
• Optimized Ad Spend & Cost Management: Return on Ad Spend (ROAS) surged by +269%, while the Cost Per Order (CPO) dropped by -62%. This proved accurate targeting of high-intent buyers without having to resort to price-cutting tactics.

Key Takeaway:

TheraBreath’s success in Thailand is living proof that in a highly competitive market, or one with deeply ingrained consumer habits, just having a premium product is not enough. The true key is a deep understanding of consumers and actively changing their perspectives and behaviors.

When the brand paired localized, problem-solving creator narratives with a frictionless e-commerce management system, the shift in habits of entrenched buyers happens much faster. This approach not only protects your premium brand image and pricing but also drives sustainable, profitable revenue growth.

Is your brand facing these challenges?

❌ Great premium products, but consumers are stuck in old habits and hesitant to open up.

❌ Online sales rely heavily on a single platform and are growing more slowly than they should.

❌ Fragmented marketing budgets make it difficult to measure ROAS and translate it into actual sales.

If the answer is YES, it’s time to transition to a modern marketing era connected by technology. Reach out to us today to design a full-funnel digital commerce strategy that shifts customer behavior, protects your brand’s pricing, and drives sales beyond targets.

Consult with us on your brand’s growth strategy here: https://anymindgroup.com/contact/