Campaign details

Brand: Shield
Lead Agency: Gorilla
Region: EMEA

Strategy

Objective

Relaunch Shield Invisible Black + White to women, and get lapsed Shield and Nivea anti-stain deodorant consumers to reappraise Shield, by convincing them Shield's ultimate protection will keep black clothes black and white clothes white. Keeping you protected without leaving yellow stains and white marks.

Target Audience

LSM A+B : 18 - 35 year old females.

Driven, motivated and wants to achieve her dreams.

Creative Strategy

Shield's brand purpose is to encourage South Africans to move; to move towards a better life. Identifying that our target audience is passionate about living an active life, our approach involved giving women the confidence and opportunities to help them do this.

Our campaign messaging was routed in:

Firstly, reestablishing Shield as the antiperspirant that provides women with the ultimate protection when they move, and the confidence to keep moving for a better life.