Secret is the only deodorant brand made just for women. And for many of its 60 years was known as “strong enough for a man, but made for a woman.” But to an entire generation of Millennial women, Secret was nothing more than a brand their mothers and grandmothers used. The brief was to build relevance with Millennial women by tapping into the brand’s equity of feminine strength but re-casting it in a modern light – one that played to the world’s most stressed out generation of women, ever.
Our audience was Millennial women in the USA.
This is a generation of women that grew up believing gender was not a limitation. They were in the chess club. They played sports. Then they left college and realized the world had lower expectations of them than they did of themselves. This stressful chasm is something young women deal with every day. The work recognizes the strength of young women who are true to themselves — and do the things women aren’t supposed to do – in spite of the limited expectations of others.