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  • Sparking a multi-channel social movement for young girls
  • Sparking a multi-channel social movement for young girls
    Mean Stinks (2013) ©
CASE STUDY

Mean Stinks: how P&G created a social movement for tweens

Keen to encourage a new generation of consumers to take up Secret deodorant, parent company P&G tapped into a broad social concern that connects parents and children alike: bullying.