Problem: How do you grow sales when your brand is already leading its category? Grow the category. To set ourselves apart from “just another deodorant brand”, we had to appeal to women in the specific situation where whole body protection becomes most important.

​

Insight: Body odor make you most self-conscious during moments of intimacy.

​

Solution: Use intimacy tropes to drive home the unforeseen value of using 72-hour, whole body deodorant.