Challenge: Rebrand Arrid XX Deodorant, primarily bought by older men, to target women consumers
Solution: Arrid XX is a no-frills deodorant that gets the job done. Other women's deodorant brands market themselves as being "little black dress approved" with no white marks, smelling like sugar, spice, and everything nice, or as something that is sure to give you baby soft pits. With Arrid XX, women don't need to feel self-conscious about sweating. They are strong, hardworking, and tough. Why shouldn't their deodorant be?
Campaign created with Jake Johnston for Boston University's Master of Science in Advertising Program
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