Warm Blanket Award #10: Secret Deodorant
Selling deodorant has gotta suck. After all, how many different ways can you say "stops wetness" and "prevents odor"?
This is where really smart marketers leave features and benefits behind and take up a bigger torch.
Secret has a slam dunk with their new Mean Stinks campaign. They're pairing up with the Girls Leadership Institute, best-selling author and girl-expert Rachel Simmons, teen girls and moms, too, to put an end to the mean streak in girls.
I love this campaign for so many, many reasons. Here are but a few:
- It's relevant but not obvious. Secret's tagline: "Fearlessness. Apply daily." elevates deodorant from a beauty product to a philosophy. It's the perfect bridge to the Mean Stinks campaign since bullying is all about fearfulness -- the very thing Secret stands against.
- It's not heavy-handed. The fabulous print ads show graffiti on a bathroom stall that reads "Kara B is a lovely person!!!!" The call-to-action instructs "Be nice behind someone's back," followed by the URL to the Facebook page (more on that below). Even the logo is rendered in context, a simple doodle at the bottom of the bathroom door.
- It's multi-sided. The online community at Facebook lets teen girls anonymously upload video apologies, submit "sticky situations" where they need help, post kind graffiti on their friends' walls, and even download an app that scores them on the kindness quotient of their Facebook updates.
As of this post, the Secret Facebook page has over 800,000 likes. Including my own. For creating a campaign that involves moms, helps teens, and dares to tackle one of the thorniest girl issues out there, I award Secret a Warm Blanket award. Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.