Secret Deodorant's 'Strong in the Fire' Ad Highlights Performance
Jana Pijak — October 15, 2019 — Marketing
Secret Deodorant's 'Strong in the Fire' ad highlights the brand's high-performance products and aims to empower women.
The commercial stars Nykeba Banks, a dedicated firefighter, mom and veteran who relies on Secret Deodorant products to stay fresh while on the job. Secret Deodorant's Clinical Strength formula goes on invisible with one application doing the work of two applications of a leading competitor's product. The product is a go-to for Banks who can sometimes be on call 24 hours a day and who can carry up to 60 pounds of gear per shift.
This empowering ad is marketed with an #AllStrengthNoSweat hashtag and celebrates strength without the sweat. By using real-life testimonials from strong women who work physically demanding jobs, Secret Deodorant spotlights its leading clinical strength product and its proven results.
The commercial stars Nykeba Banks, a dedicated firefighter, mom and veteran who relies on Secret Deodorant products to stay fresh while on the job. Secret Deodorant's Clinical Strength formula goes on invisible with one application doing the work of two applications of a leading competitor's product. The product is a go-to for Banks who can sometimes be on call 24 hours a day and who can carry up to 60 pounds of gear per shift.
This empowering ad is marketed with an #AllStrengthNoSweat hashtag and celebrates strength without the sweat. By using real-life testimonials from strong women who work physically demanding jobs, Secret Deodorant spotlights its leading clinical strength product and its proven results.
Trend Themes
1. Empowering Commercials - The trend of commercials empowering women through highlighting their achievements and struggles when using certain products, creating a relationship with the audience and increasing brand loyalty.
2. Invisible High-performance Formulas - The trend of high-performance products that can be applied once or are long-lasting, freeing individuals from the need to reapply frequently and providing more convenience and value for their money.
3. Real-life Testimonials - The trend of using real-life testimonials in advertising campaigns, which add authenticity and relatability to brand messaging and prove product effectiveness to earn customer trust.
Industry Implications
1. Deodorant Industry - By offering high-performance formulas and targeted campaigns empowering real-life women who work physically demanding jobs, the deodorant industry can better meet the needs of active women.
2. Beauty and Personal Care Industry - The beauty and personal care industry can benefit from creating campaigns aimed at empowering women across all areas of life, celebrating strength and promoting self-care, which in turn fosters brand loyalty and increased sales.
3. Marketing Industry - The marketing industry can benefit from creating more diverse and representative advertisements that help humanize brands and connect with consumers on a personal level, increasing engagement and loyalty.
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