Secret Deodorant (Procter & Gamble): Secret x USWNT – Equal Work, Equal Sweat, Equal Pay

Secret Deodorant, a deodorant brand produced by P&G, pledged money to the US Women's soccer team to join them in their fight for equal pay to highlight its purpose to support strong, modern women.

Campaign details

Brand: Secret Deodorant (Procter & Gamble) Agency: DeVries Global

Situation Analysis (Including Campaign Objectives):

For more than 65 years, Secret Deodorant has been innovating to create the best possible odor and sweat protection for strong, modern women. From the beginning, it has brought the functional product benefits to life through advertising and communications that depicted women as confident and progressive.

As time progressed, so too did Secret's commitment to literallysupporting strong women in their endeavors to be "All Strength, No Sweat." The brand resolved to be more than strong protection - it also...

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