SecretBYU AdLab, 2019
Most women believe that men’s deodorant is stronger, lasts longer, and smells better than women’s deodorant, which is why 86% of millennial women choose to wear deodorant marketed towards men. They’ve just been waiting for a women’s deodorant that’s as strong as they are.
In 1972, the now-famous Secret tag line ‘Strong enough for a man, but made for a woman’ was introduced.
In 2019, we fixed it by removing men from the equation and highlighting the inherent strength of women.
Art Director: Jake Peterson
Jr. Art Director: Mikey Bready
Copywriter: Jagger Moore
Jr. Copywriter: Nell Stevens