Unilever bowls underarm, launching natural aerosol deodorant, Schmidt’s, via Emotive

Unilever has launched its new certified natural aerosol deodorant brand, Schmidt’s, into market with its first ever campaign in Australia and New Zealand, created by independent creative agency Emotive.

The campaign platform, ‘It’s all good’ reflects the brand’s ozone-friendly aerosol product, and comes just a few weeks after Unilever ANZ achieved B Corp status for its commitment to meeting high standards of social and environmental performance, transparency, and accountability.

The spot brings a light tone of voice to the naturals category, intentionally contrasting with the serious tone that is often leveled at natural product users, or those trying to do better in their product choices.

In the 15-second hero spot, as one women laments having to give up aerosol deodorant in order to ‘be good’, another informs her that there is natural option, with the pair dramatically celebrating the coming together of sustainability and fresh under arms, where no one has to give anything up to be ‘good’ to the environment.

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John McKeon, marketing director, Unilever said: “Currently a natural aerosol deodorant is not available in the market, however most Australians prefer an aerosol deodorant, so we are proud to lead the way with Australia’s first-ever certified natural aerosol deodorant. Now Australians can enjoy a natural deodorant in their favorite format. Bringing this to life with Emotive has been a fun ride and we look forward to continuing to innovate to bring new formats within the naturals category. “

The strategy behind ‘It’s all good’ leans into the products’ performance equally as much as it does Schmidt’s certified natural credentials, proving that the brand doesn’t compromise on function.

Tiara Valder and Jo Swan, creative directors, Emotive said: “In the naturals category, personality is sometimes excluded along with the parabens. We wanted to do something different, with a unique tone of voice for real women that sniff their armpits, and know how to party in a park when they get something they want. “

The campaign will run in Australia and New Zealand from the 11th of September, across digital, social, out-of-home and in-store channels, with the brand hinting that it will soon be looking to expand out into categories beyond deodorant.

Credits

Client: Unilever
Marketing Director: John McKeon
Strategy Director: David Rebetzke
Marketing Manager: Amy Doss
Brand Manager: Alysha Arciuli

Creative agency: Emotive
Head of Strategy and Managing Partner: Michael Hogg
Strategy Director: Anna-Claire Clendon
Business Director: Pia McMorran
Account Manager: Kate Forrester
Creative Director: Tiara Valder
Creative Director: Jo Swan
Head of Production: Hayley Ritz-Pelling
Senior Producer: Michael Hollis

Production Company: Rabbit
Director: Al Morrow
Executive Producer: Lucas Jenner & Alex Hay
Producer: Katrina Maw
DOP: Peter Eastgate

Post Production
Editor: Simon Njoo
Sound: Electric Sheep Music
Online: White Chocolate
Colourist: Andrew Clarkson

Media agency: PHD
National Head of Strategy: Mitchell Long
Group Business Director: Alison Jones
Business Director: Punesh Han
Planning Manager: Adam Twamley