Secret’s Latest Ad Campaign Offers Nothing New—and That’s Exactly Why It Works

Don't call the P&G-owned antiperspirant brand's message virtue signaling

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Secret’s latest ad campaign, which debuted during Sunday’s Golden Globes telecast and will run throughout the year on digital platforms and linear TV, features a diverse group of strong, confident women among superimposed statements such as “Don’t sweat taking the spotlight,” “Don’t sweat calling the shots,” and “Don’t sweat raising the bar.”

The spot’s central aim, apart from selling product: inspiring women to challenge the status quo.

Today, the strategy of brands associating themselves with female empowerment has become commonplace, but experts argue Secret’s campaign is particularly effective because of the brand’s long history of championing strong, independent women.



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