Sure: Sure deodorant owns music and motion with festival experiences

This case study reveals how Sure, the deodorant brand, activated a new communications strategy at music festivals in the UK to target young audiences.

Sure: Sure deodorant owns music and motion with festival experiences

Agency: N2O

Sure's new brand visual identity and change in communication priorities brings to life MotionsenseTM technology (microcapsules that release bursts of freshness in response to movement) and targets young deodorant users by focusing on moments where movement happens naturally - music and dance events.

Strategy

The agency suggested brand messaging across four music festivals (Creamfields, T in the Park, V Festival North and V Festival South), and recommended strategies to make the most of Sure's investment – e.g. 'refresh zones'would be open 12 hours a day to take advantage...

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