Get yuppies to embrace Speed Stick by bucking the current trends in male hygiene advertising.
Speed Stick doesn't excite people. It’s a middling brand in the extremely oversaturated deodorant market. Most brands are currently riding the ‘ridiculous manly man’ trend pretty hard, so we decided to go the opposite route. We decided not to pretend that Speed Stick can do anything other than what it's meant to do. Namely, it can make you smell better. A lot better.
In addition to traditional print and ambient placements, moisture-activated coasters reminds people their drink isn't the only thing that sweats in a crowded bar.
We also came up with the product innovation "Speed Strips". These single use deodorant strips seemed obvious once we realized we were doing a lot of ambient advertising in places that you wouldn't normally want to whip out a full-sized stick of deodorant.
Copywriter: Karl Keily
Art Director: Michelle Lane