Challenge

Native had become one of the fastest-growing natural deodorant brands, but many consumers still questioned whether natural deodorants could perform as well as traditional more established brands. At the same time, we needed to broaden appeal beyond its largely female audience.

Strategic Unlock

Most deodorants promise you'll smell of nothing. Native could promise you'd smell unforgettable. Rather than proving efficacy by focusing on what the product stops, we chose to show the positive power of scent: the way a great fragrance lingers, gets noticed and shapes how people remember you.

Creative Solution

We dramatized Native's long-lasting fragrance with humor. The Return followed a man rescued after being lost in the woods for 72 hours, only for nobody, including his wife and the police, to believe him because he still smelled like a pina colada cocktail. By making fragrance the proof of performance we demonstrated that Native worked just as well as any traditional deodorant, while giving the brand a bigger, more distinctive story to tell.