Unilever - SHIELD: Bad BO Taxi Ride

Shield, a deodorant brand, launched a campaign in South Africa for antibacterial deodorant for men and women in order to showcase its relevance and benefits.

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...

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