The folks behind the new Frisk campaign are banking on the notion that honesty is like a breath of fresh air. But what about brutal honesty? The campaign, promoting new Frisk Liquids is entitled ‘don’t be afraid to open your mouth’ and ups brand interactivity by way of a website (openyourmouth.ca) complete with snarky virtual host, talking OOH, and brand ambassadors trained to say what’s really on their minds.

‘The objective here is the launch of a new product that aims to stand out in a fun way,’ says a spokesperson for the campaign who wished not to be named. ‘We really want to distinguish this brand from others and equate fresh breath with honesty.’

And honesty is what’s being delivered. Log on to openyourmouth.ca and meet snarky, online Frisk guy. He’ll look at you and say, ‘I see your starting your career at the bottom’ or ‘you know it’s going to take more than a couple of zits to make you look young.’ The site invites folks to retaliate via a field where you can type in a retort. He even laughs at you if your comeback is lame. A viral component is also embedded within.

The honesty doesn’t stop there. Bus shelters and Zoom posters in Toronto, Montreal and Vancouver are outfitted with audio speakers. Don’t be alarmed if you hear ‘perhaps you should invest in a mirror’ coming from the nearby creative.

Street teams sampled the new product in key markets and were ‘enticed to be very honest,’ says Shirin Gunny, account director for the brand. ‘People laughed and found it funny and interactive.’

The campaign, created by Cossette in Montreal, targets 18-35s in an urban environment. Interactive was handled by Fjord, with media buys by Cossette and Blitz. It runs through mid-June.