Secret deodorant has continued to dominate the women antiperspirant category for several years. Secret continues to maintain its position as one of the few leading products in what is customarily known as low involvement category of product. Underarm deodorant is not the conventional type of product that consumers would think about engaging with in a meaningful way. Even so, Secret has proven that delivering the product is essential in establishing trust and building engagement. This kind of commitment always leads to amplifying the marketing investment of the brand or paid media. The purpose of the Secret brand has been at the core center of its marketing strategy leading to tremendous growth as well as advocacy amongst the consumers.
Secret deodorant is a TV campaign which promotes the idea that the deodorant is stress tested for women and portrays stressful situations, the first of which a young lady asks her boss to raise her. The woman agonizes in solitude over what she says before the mirror in the ladies washroom. She is surprised at the pep talk from an older woman colleague who is unknown to her and who had been listening to her and looking at her without her knowledge. There is a caption informing the viewer that “at 3 o'clock Lucy does her part to close the wage gap.” Another advert shows a lady sending “I love you” message and waiting for the response while seeing recipient typing away.
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The campaign team for the Secret brand approached the advert thinking about what it means to be a woman in the contemporary world. The message behind the advert tried to look into the barriers that women are still facing in the patriarchal society. Whereas women have gained mileage by doing several things, there are still many things that make them feel uncomfortable and unworthy. The Secret brand, therefore, purposes to step up for women in these areas where they have not been able to step up for themselves a role which Secret as a brand believes that they can do better than other deodorants.
The advert promotes the formula of the Clinical strength of the brand pointing to an idea that stress brings a harder to the mode of perspiration which can only be handled by secret deodorant. Procter and Gamble claim that the Secret brand was the first deodorant the company made for the needs of women. The company further indicates that the product was developed primarily to fight stress sweat which is worse smelling and more unpredictable than the regular sweat. The scenarios that are featured in the advert are potentially stressful for women since they are fighting both against the traditions and cultures. The situations stress the importance of fighting the oppressive cultures not just for the sake of sisterhood but the importance of an individual. The advert was relayed through Television. The target audience of this particular advert is women who step up against the traditional stereotype to pursue their dreams even in a cruel environment. Wieden & Kennedy is the agency behind the advert
In my view, the advert has excelled in bringing to life the evolving role of women in the society. The campaign has shown how women are tirelessly pushing the boundaries and redefining their positions to fit in the community. Through the advert, the audience gets to understand the stress which comes with the cultural norms and that the brand is committed to providing high-quality products which can stand to the many stressors faced by women today. Using television as a means of delivery of this advert was effective since using the visual imagery brings realism to the message thus making it easier for the audience to understand.
