Procter & Gamble launched a new campaign last week to celebrate 50 years of its Secret Deodorant brand. The PR push will accompany a slew of advertisements that have already submerged the market.
The campaign kicked off with an event in Time Square that prompted women to share their secrets with the world. "The brand feels that it takes strength to share a secret and wants to challenge women to empower themselves," said Nancy Lowman LaBadie, EVP of the consumer group at MMC.
Idea: "Secret is a brand celebrating feminine power," said LaBadie. "They wanted to do something that would encourage that strength in women." The campaign corresponds with six limited edition deodorants each representing a decade - powder fresh for '50s sophistication, glacier mist for '60s freedom, mystic rain for '70s independence, ocean breeze for '80s power, vanilla sparkle for '90s expression, peach shimmer for generation me.
Tools: The secrets are being shared on a Web site, www.Shareyoursecret.com, and were being prominently displayed on the Reuters ticker in Time Square. P&G wanted to engage a younger audience by allowing secrets to be shared by text messaging as well. The Secrets were the first consumer campaign to ever appear on the boards. For each secret shared, a dollar up to $150,000 will be contributed to the non-profit organization Dress for Success, a group that helps disadvantaged women transition into the workforce. "We have had tremendous success with bloggers picking it up and certainly shortlist media, two broadcast spots on the morning news, and a spot on Gawker," said LaBadie.
Measurement: MMC will be looking at consumers touched by the campaign and through the Web site traffic and the number of secrets shared.
Organization: Secret Deodorant (P&G)
Campaign: Share Your Secrets
PR team: Marina Maher Communications (MMC)
Other marketing: advertising, Leo Burnett Advertising Agency
Launched: July 18, 2006 - Oct. 31, 2006