To create an activation program wich is able to undust the Secret brand and activate both the young and fashion-oriented target audience and the sales partners. To set a suprising new trend, a fashion craze: the armpit jewel. This shiny crystal tattoo is the first jewel ever that is worn under yor arm. It represents excellent underarm wetness protection which only Secret deodorants can give you. The value of the PR generated media coverage is 5x more than the total campaign investment. Unexpected demand for the secretjewel on the website. Free promotional sapce at DM drugstores and Coara hypermarkets. On-pack promotion generated 223% sales increase. Bronze Eurobest Winner 2007.
Agency: Leo Burnett Budapest, Hungary.