Cannes Lions

SECRET DEODORANT

LEO BURNETT, Chicago / PROCTER & GAMBLE / 2005

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Overview

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Credits

Overview

Description

Secret Sparkle is a collection of fruity and floral scents in sparkling packages created to make teens think differently about their deodorant. To allow teens the strength to express their individuality, creative was designed to help them unleash their inner goddess. Each ad in the campaign represents a new deodorant scent/name and its unique personality trait. They demonstrate the confidence a teen exudes when they know they're strong. Print, promotions and mall boards were designed to drive teens to the web where they could more deeply interact with the characters they’d grown to love in magazines.

Outcome

Sparkle anti-perspirant/deodorant sales increased 50% July 04-June 05 vs YA. Print drove over 275,000 visitors to the website! The print ads available on the site were downloaded 28,000 times. Teen share soared! Dollar share grew 40% among females, ages 8-14.

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