Objective

Our objectives were to launch a new anti-perspirant variant, clearly communicate product benefits and drives sales. Our key insight involved shifting the purchase decision from a practical buy to an emotional one. So we proposed a Springbok rugby sponsorship and the launch of the brand as the official deodorant of the Springboks with team-specific packaging design.

Channels

• TV
• Radio
• Print
• OOH
• Digital

Results

• 15.6% sponsorship awareness in 6 weeks
• The product became number one in its category