Procter & Gamble Company: Strong Enough For A Man, But Ph Balanced For A Woman campaign
E. M. ShostakOverview
In its "Strong Enough for a Man, but pH Balanced for a Woman" campaign for its popular Secret deodorant, the Procter & Gamble Company found a winning way to modernize the product's image while reiterating the brand's basic identity as a deodorant meant specifically for women. The magazine- and television-based campaign, which featured images of successful-looking women juxtaposed against those of sweaty, hardworking men, presented Secret as a product that was both feminine and up-to-date. The campaign's upscale images tacitly...