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

A still from Secret's ad, Camila Mendes smelling Secret deodorant
Secret's year-long campaign kicked off during the Golden Globes. Secret

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.”

@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.