Sure Deodorant Advertising Campaign
CLEAR CHANNEL OUTDOOR Student Award Submission
The objective was simple! ‘Sure’ wished to bring 250,000 women back into the ‘Sure for women’ brand. To fulfill this objective, a campaign was required to make women reappraise the brand and think that it is the UK’s No.1 deodorant protection against sweating and odor that women can buy.
The message ‘Sure for women’ expresses is that it works in sync with your body by giving the extra protection one needs at moments of intensity. The message that they wanted to get across to the target audience is ‘Incredible protection that works in sync with you’. The outdoor campaign was designed relevant and engaged efficacy, which is the core element of all communication.
The idea behind the campaign is that butterflies, ladybirds and humming birds which usually are attracted to the pleasant smell of flowers, within the adverts they are attracted to ‘Sure’ which smells as good as the flower’s scent. The adverts portray a clean aesthetic look and due to their cleanliness a sense of pure freshness is felt. Elements of spring are contained within the adverts, which indicate a start of better times.
Project handled while studying at the University of Lincoln www.lincoln.ac.uk