WWE is expanding its portfolio of brand partnerships, announcing a new collaboration with Breath Death, a newly launched line of breath mints backed by a massive roster of high-profile social media influencers and celebrities, including WWE Superstar Logan Paul.
The partnership was announced today when Breath Death released a new advertisement featuring clips of WWE’s Chief Content Officer, Paul “Triple H” Levesque, from his iconic wrestling career. The edgy ad is in line with the brand’s youth-focused marketing.
An All-Star Roster of Creators
Breath Death is being heavily promoted as a brand “backed by creators,” and the list of co-founders is a who’s who of modern internet and pop culture fame. The venture is spearheaded by Logan Paul and top streamer Adin Ross, and the list of partners includes Jake Paul, FaZe Banks, FaZe Clan, Lil Yachty, Odell Beckham Jr., Machine Gun Kelly, Yeat, Mike Majlak, Sketch, and Zack Bia.
The product itself is a line of breath fresheners featuring what the company calls “exploding mint crystals” known as “Crystal Breth,” which are marketed to “destroy bad breath.” The brand’s launch has been a major topic of conversation online, leveraging the massive collective social media reach of its famous founders.
WWE and Triple H Get Edgy
The new advertisement announcing the WWE partnership utilizes the “Attitude Era” rebellious image of Triple H to promote the brand’s edgy tagline. The ad features a montage of classic clips of Triple H’s “The Game” persona, accompanied by a blunt voiceover.
“Confidence, that’s easy when your breath doesn’t smell like sh*t,” the voiceover in the ad says.
The Logan Paul Connection
The partnership is a natural fit, given Logan Paul’s dual role as a co-founder of Breath Death and a top-tier WWE Superstar. Paul has successfully leveraged his massive social media following to promote his other ventures, most notably his PRIME Hydration drink, which has become an official sponsor of WWE and has been featured prominently on their programming.
This new collaboration continues to blur the lines between WWE and the world of influencer marketing. It provides WWE with another revenue stream and access to a younger demographic, while Breath Death gets the powerful endorsement of one of the biggest brands in global entertainment. The brand has already faced some online skepticism from consumers questioning its originality in a crowded market, but the backing of WWE is a significant step in establishing its mainstream legitimacy.
