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Proctor & Gamble’s Secret® Brand Evolution Calls for Celebrities, Fanfare, Parties…and Just the Right Goodie Bags

Challenge: How to effectively invigorate a well-known brand
When times are a’changing, brands tend to change with them…especially those in industries where competition is tough and differentiation is even tougher. Secret®, Proctor & Gamble’s number-one selling brand of antiperspirant and deodorant for women, recently kicked off its “Because You’re Hot” campaign to evolve the Secret® brand as hip, modern and feminine. The campaign is to include a six-city, casting-call tour for “hot” women who want to dance in Jennifer Lopez’s new music video, as well as various launch parties across the country. Campaign staff turned to the promo know-how people for help in designing a quality gift bag that would reinforce the brand’s cool, new image.
Solution: Lightweight yet durable, wrinkle-proof logo’ed grab bags do double duty
Because partiers would receive free product samples, imprinted tank tops, temporary tattoos and other gifts, the bags needed to be sturdy. ePromos Account Executive Stephanie Kraut helped campaign staffers develop a lightweight but durable, wrinkle-proof bag that would let partiers carry their gifts in style while providing onlookers with an easy view of the distinctive, elaborate campaign logo.
Result: The hand-outs help Secret® boost its sexy new image
Party-goers included high profile VIPs, affiliates from Proctor & Gamble, executives from Epic Records and many others. Campaign staff tell us that everyone—from VIPs to contest participants—loves the grab bags, which served double duty: they not only promoted the ongoing dance contest, but they also positioned Secret® as the choice of strong, confident, “hot” women everywhere.
secret bag image.jpg
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Secret® Goodie Bag (PDF Version)

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