Mitchum Deodorant: 'Nobody has a problem with Mitchum'

Mitchum is a deodorant for 'problem perspiration'. This paper describes the development of its new advertising campaign that breaks all of the unwritten rules of deodorant advertising.
Agency: Young & RubicamAuthor: Warwick Cairns

Mitchum Deodorant 'Nobody has a problem with Mitchum'

 

THE MITCHUM TV CAMPAIGN

Young & Rubicam is tackling the taboo subject of body odour in a humorous new campaign for Revlon's Mitchum deodorant that singles out unpleasantly sweaty individuals.

(Campaign, 24 September 1993)

Mitchum is a deodorant for 'problem perspiration', and its new advertising campaign is unique in breaking all of the unwritten rules of deodorant advertising. It dwells on the sordid side of an unpleasant and embarrassing...

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