Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
Oral-B: Power of Dad's Smile
The challenge was lofty target socially savvy millenials and make a human connection with a functional product, Oral-B Power toothbrushes, and an emotional holiday, Fathers Day. The solution was to create a user generated, heartfelt video showcasing the proud, encouraging, loving smiles fathers have had for their children every step of the way and with Oral-B power toothbrushes, millennial children can keep those smiles healthy for years to come. Sales jumped over 14% vs. the previous year, with a paid to earned ratio of 1:3 that's powerful stuff.
Client: Procter & Gamble
Agency: Publicis Kaplan Thaler
Guard Your Manhood
4 million men in America suffer from incontinence, yet the conditions attached to an emasculating stigma. Of the 20% of men who address it with an absorbent product, 63% use a feminine product, or lack awareness of anything besides adult underwear. Depend needed to make men aware they could get light-end masculine protection. Within a manly campaign featuring football legend Tony Siragusa, he showed guys how to guard their manhood with Depend Guards & Shields. Depend brand affinity increased by 52%, which is a massive success for this category.
Agency: Ogilvy & Mather
How Dirty Boys Get Clean
The 2005 launch of Axe shower gel was the first expansion of the Axe brand outside underarm protection. The challenge was to spark strong sales quickly while not diluting the essence of the Axe brand, which was tied to the production promise of a deodorant body spray that smells good. The campaign made Axe the No. 1 brand of men's shower gel (dollar share) by August while bolstering brand credentials with imrpoved scores in statements of "cool," "masculine" and "up-to-date."