Industries Served Selection
SECRET Clinical Strength (P&G)

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Really good ads do not require much explanation. This one has been selected to demonstrate how important "news" and significant product position contribute to the total impact of an ad. In addition, in the mostly dull, but performance-driven deodorant/anti-perspirant category, an ad with this type of unique product strategy might be messed up with data, (a P&G strength), with nil for emotionality. Fortunately, it is not the case here. Here is a wow of an ad, which at the same time creates and preempts an important segment of the Deo/AP category - "Clinical Strength" without even a mention of the words, anti-perspirant on the package front or in the ad. It's not even on the website, unless you dig for it. Subliminal message - it's not like any other anti-perspirant. This kind of preemptive positioning doesn't happen very often, but when it does - watch the brand share go up, smartly.

% of Category Achieved
Visual Impact
Consumer Appeal

Headline – This category has seven (7) points of analysis with emphasis on stopping power and selection of the target market. It scored a perfect 100 in these two measurements as well as in emotionality, with only three words to do the job. Brava Mama.

Visual Impact – With eight (8) points of analysis, this category is critical to an ad's stopping power, product name registration, and emotionality, among others. Here, too, the visual impact was strong, with the minimal weakness being in lack of visualization of benefit. The positioning of at the top is not easy to catch or read. (Note: If the menopausal woman does go to the site - wow, what a disconnect! It's all about young women - celebrities, dance contests, texting, clicks to magazine sites, etc.! Not a word about Secret, other than the name - not even a click-through to the Secret website to learn about the product. What is she to think about her "hot" problem? Reason for the young-appeal website is that this ad is part of a Secret brand campaign, "because you're hot." The same type of visual execution is used for the solid deodorant ad for young women, with the headline - "Be funky. Just don't smell funky." Here's where a campaign theme works in other categories. Click here to see it.)

Copy – The ad did very well in this category of ten (10) points of analysis. What is remarkable is that there is so very little copy - but each word is right on target. What is especially notable is the emotional communication of heightened female desirability, despite the "problem" situation and age factor. (Move over, Dove.) A perfect score on that point. News value and permission-to-believe were minor weaknesses.

Consumer Appeal – This summary category of six (6) points of analysis deals with how it all hangs together - how well it shows an understanding of the consumer's need, and how/if it sets up the dissonance factor with her existing product. A score of 100 in this category. Congratulations on this one, P&G. This ad is targeted at the high-need user, just like the original P&G "great success" strategy for Head and Shoulders Dandruff Shampoo. The average consumer will perceive that "if it's good enough for someone like that, it will be great for me." Brilliant! Watch it go right to the under arms of high need users of any age - including men, (but you know that P&G will have one for men, don't you)?

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