Remember how Michelin invented the Michelin Guide back in 1900 to inspire people to indulge their tastebuds all over the country, traveling in their cars and replace their tires more regularly? 120 years later, this is a test-case in reinventing Michelin’s market-making playbook. With its core on-the-go usage occasions vanishing overnight, mentholated candy brand Halls partnered with Tourism Authority of Thailand to launch ‘Breath of Thailand’, a market-making platform that inspires young Thais to rediscover their country’s most breath-taking destinations with Halls in their mouth, driving Halls refreshing candy sales in a declining market.