From Couch to Cart: What TheraBreath’s Success Teaches Us About Modern Brand Building
By Carl Wartzack, CEO of WBX
In a marketplace as saturated as oral care, it’s very easy for brands to get lost in the noise. That’s why TheraBreath’s recent success, fueled by a full-funnel Amazon Ads campaign, is more than just a good case study; it’s a lesson on how modern brands must reimagine engagement, conversion, and growth.
Why TheraBreath’s Playbook Matters for Every Brand
TheraBreath’s results speak volumes: 30% lift in awareness, 50% increase in customer count, 44% boost in sales. But perhaps more importantly, they demonstrated that digital investments can drive offline growth as well. This isn’t just about DTC or marketplace optimization anymore; it’s about total commerce impact.
At WBX, we call this omnichannel amplification, ensuring that every digital dollar ladders up to influence the broader retail ecosystem. It’s how challenger brands punch above their weight and how established players reignite relevance.
Winning in the Age of Zigzag Shopping
Today’s customers jump from product reviews to TikTok clips, from Prime Video to Google. Discovery is continuous. Decision-making is fragmented. That’s why siloed campaigns built around outdated linear funnels can’t compete.
Church & Dwight, along with their agency Wavemaker Canada, understood this perfectly. By embracing a “Couch to Cart” approach, they orchestrated a TheraBreath marketing journey. From awareness on Prime Video to personalized reengagement via Sponsored Display, every touchpoint was designed to drive measurable outcomes across both digital and physical shelves.
A Full-Funnel Future is a Data-Driven One
What made the TheraBreath campaign more than just multichannel was its intelligence. Leveraging Amazon Marketing Cloud allowed the team to go beyond impressions and clicks. They mapped behavior, refined messaging, and dynamically re-engaged consumers at key drop-off points. In our work at WBX, we see firsthand how critical this feedback loop is. It’s not enough to drive traffic. You need the data muscle to steer it.
This is where many brands still hesitate. They stick to what’s familiar: isolated KPIs, channel-specific strategies, and legacy media buying. But success now demands a different mindset – one that embraces the commerce-media convergence and unlocks insight at every step.
The Takeaway: Courage, Collaboration, and a Clear North Star
What TheraBreath proves – and what we champion at WBX- is that success requires boldness. The courage to test, to integrate, to rethink how media and message are sequenced. It also requires alignment: internal champions who push innovation, agency partners who lean in, and platforms that unlock real-time insights.
As I reflect on the lessons from this campaign, one message is clear: the brands that will win tomorrow are already behaving differently today. They’re treating media not as a megaphone, but as a magnet. They’re collapsing silos between awareness and conversion. And most importantly, they’re optimizing not just for clicks or carts—but for customers.
If you’re ready to build this kind of growth engine, WBX is here to help. Contact us today to get started.
