Conventional wisdom holds that once a brand finds a message that resonates, it sticks with it. This is why Raid’s been telling us it “kills bugs dead” since 1966 and why Kellogg’s Frosted Flakes has been “GR-R-REAT!” since the ‘50s. For the better part of a generation, Scope mouthwash traveled a familiar road, too. (We’ll get to that in a moment.) But as these ads show, conventional wisdom doesn’t hold forever. Sometimes the smartest thing a brand can do is take its familiar marketing message and toss it out—or, in Scope’s case, kiss it goodbye.