Secret

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 been waiting for a women’s deodorant that’s as strong as they are.

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In 1972, the now-famous Secret tag line ‘Strong enough for a man, but made for a woman’ was introduced.

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.

In 2019, we fixed it by removing men from the equation and highlighting the inherent strength of women.

Stunt

The Reveal

Remove the plastic label to reveal Secret’s new Strongnificent product line.

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Outdoor

Art Director: Jake Peterson

Jr. Art Director: Mikey Bready

Copywriter: Jagger Moore

Jr. Copywriter: Nell Stevens