Clinical Strength Launch

Introduced Sure/Degree/Rexona’s clinical strength protection to women around the world, centered on the idea of a deodorant that’s as strong as the women who use it.

In a category that had largely been defined by playing on shame and fear, we reframed Unilever’s clinical deodorant protection to be about its ability to keep up with the women who use it. “Unapologetically Strong” was our rally cry for our target audience, as well as a confident statement of the product’s efficacy.