SHOWER TO SHOWER | ‘STAY SHOWER FRESH ALL DAY’ CAMPAIGN

BRIEF

Upon acquiring the Shower to Shower brand, our client called in our assistance to entrench the brand promise and to establish the range as a credible Efficacy Deodorant offering. The brief also highlighted the need to create an emotional connection with its target audiences, by showcasing how the product made you feel.

CHALLENGE

Building salience and meaningfulness in a category as cluttered as Efficacy Deodorant is no mean feat. Encouraging trial is equally challenging, as shopping and consumption patterns are much more habitual in relation to deodorants than they are, for example, in relation to fragrances.

SOLUTION

The ‘Stay shower fresh all day’ campaign allowed us to communicate a dual message in a simple way – it spoke of being protected (i.e. an efficacy message) and feeling fresh throughout a typically busy day (i.e. addressing an emotional need). As the product formulation has evolved, so has our messaging to showcase Shower to Shower’s dedication to continuous product improvement.

OUTCOMES

The Shower to Shower female range has been among the top two fastest-growing brands in the Female Efficacy category. In 2016, it also won a Product of the Year award for the launch of the Happy Days variant.