This Natural Deodorant Brand Says Its Popular Competitors 'Slowly Poison' Women

Kopari ads from Humanaut target products that use aluminum

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Challenger brand Kopari has a message for women using mainstream deodorants: They’re clogging your pores with aluminum and hindering the normal function of your underarm glands—oh and they “slowly poison” you too.

Targeting the use of aluminum in many deodorant and anti-perspirant products, Kopari’s snarky but cutthroat new ads promote the brand’s coconut-based product free of parabens, silicone and phthalates as  “skincare for your pits.”

Execs at agency Humanaut, launching its first work for the San Diego-based company, know they might get some blowback on this parody campaign that takes old tropes from classic deodorant commercials and tries to expose them for being “laughably not very honest,” said David Littlejohn, the agency’s chief creative director.

“We’re trying to get as close to the line as we can and make sure people know there’s an alternative,” Littlejohn said.

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