Secret came to us to launch their new, aluminum-free Whole Body product line—tasking us with helping them mix up their communication style to connect with a more modern consumer through a fun, human campaign.
A wildly successful campaign that sent Secret Whole Body Spray to the #1 spray in the deodorant marketplace within four months of launch.
What We Did
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Creative Development
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Production
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Post-Production
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Here’s a not so secret secret. We’re all human. And 100% of humans have skin with pores that sweat which means…we all stink sometimes. Sweat (and the smells that come with it) is totally normal, and with aluminum-free Secret Whole Body deodorant, you can safely control odor everywhere. And we really do mean everywhere.
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Our launch campaign got everyone’s attention. And where there’s curiosity, there are questions, which Secret asked us to immediately begin answering through a campaign extension. In new assets, we took messaging deeper, making it crystal clear that yes, Secret Whole Body products are superior in every way—from product safety to scent to no residue. And yes, every product is entirely aluminum-free and backed by hundreds (literally) of doctors as safe to use absolutely positively anywhere on the body that anyone wants to smell good. Ahhh.
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#1
spray (Whole Body Spray) across deodorant marketplace
#4
product (Whole Body Spray) amongst all APDO and aluminum-free deodorants
