Sure deodorant has kicked off a new global integrated marketing campaign with a 60-second spot celebrating achievement and perseverance in the face of adversity, to promote the release of its new ‘Nonstop’ range.
Created by London-based ad agency AMV BBDO, an Omnicom subsidiary, the new campaign’s “Not Done Yet” messaging will tie in with the deodorant brand’s traditional “It won’t let you down” slogan, aiming to make the anti-perspirant “the provider of confidence to move beyond limits”.
Its marketing content will be rolled out across TV, online, print and out-of-home, with channel execution and formats varying in accordance with differing market.
The short film spearheading the campaign highlights diversity and the fight against adversity, and prominently features people with disabilities overcoming physical and mental barriers to achieve success.
READ MORE: Hendrick’s launches coastal art project to promote new ‘Neptunia’ gin
“Society mostly celebrates winners, not tryers, creating a negative cycle of failure and diminished motivation. Life is about trying, moving, failing, pushing through self-doubts and breaking limits,” Sure global brand VP, Kathryn Swallow said.
“However, the confidence to do this is not distributed equally. Societal fitness standards are fuelling self-doubt that stops so many of us from moving freely. We’re on a mission to change that.
“We are fighting for a world where everyone has the confidence to move more, regardless of sexuality, gender, race, disability and body shape.”
AMV BBDO deputy executive creative director, Jim Hilson added: “No one got anywhere that mattered without stress and discomfort. ‘Not done yet’ is the attitude that helps everybody move forward,”
“It’s that extra bit of confidence to help break through your plateau, whatever that is, to get somewhere new. Everyone is feeling like they need a bit of resilience and grit to go again after the two years we have just had.”
Sure announced that it would launch a UK-specific campaign to promote ‘Nonstop’ protection this April, to be supported by its key football partners, Manchester City FC and Chelsea FC.
Click here to sign up to Marketing Beat’s free daily email newsletter
