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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.

Location United States

Scope
Secret is America's best-selling female deodorant, but parent company P&G faced a challenge: how to encourage a new generation of consumers to take up the product. Their solution tapped into a broad social concern that connects parents and children alike.

In 2011, they set out to target a national problem connected directly to the product – that one in three young girls are bullied – with a national solution called 'Mean Stinks'. Just like the problem, which manifests both online and offline, in school and at home, the solution began to unfold across a myriad of channels. Framing ...

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