Campaign details
Brand: Unilever - SHIELDLead agency: GorillaRegion: EMEA
Objectives
Launch the new Shield Germ Defense variant in 2017 and be the first to own the antibacterial segment in the deodorant category.
Establish "protection against odour-causing germs" as a relevant and innovative benefit in the category.
Drive trial by extending and seeding Shield's efficacy credentials with a product that helps prevent bad odour before it starts.
Target audience
LSM A & B.
Split Female & Male.
Aged 25 - 35.
Go-getters and movers that never want to be caught off-guard.
Creative strategy
People react negatively...