How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

In every respect it was a risky endeavor.

The product was Degree for Men, and the mission was to create an integrated campaign for around $20 million that would increase the brand’s sales faster than the whole deodorant/antiperspirant category. To do it, the planning team at MindShare, a global media agency with WPP’s GroupM, had to find an exciting environment in which to place the brand’s message; an environment that would appeal to its audience, but in a different way than other male-targeted products.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in