ALL-DIGITAL LAUNCH CAMPAIGN

SECRET CLINICAL STRENGTH

Secret Clinical Strength deodorant had two missions to accomplish:

1. Launch Clinical Strength in two new forms: Invisible Solid and Clear Gel. These were a step up from the Smooth Solid form, which I personally dislike because it's greasy, goopy, and a pain in the pit to apply
2. Gain legitimacy as a mass market deodorant for all women, not just the really sweaty ones.

They also had a new claim to tout: 100% odor protection. We developed a campaign built around this claim, positioning Secret Clinical Strength as the must-wear for women for whom it's all (100%) or nothing. The all-digital launch was unorthodox for a CPG toiletry like deodorant (always an in-store purchase for first-time trial and usually purchased in-store for repeat use), but we made it work using a lot of different elements that ranged from online quizzes to earned media-generating platforms like House Party. Take a look at the 100% successful launch.