Dove

To reach Gen Z consumers about the launch of Dove’s new spray deodorant format, we leveraged the brand’s reputation for challenging beauty standards in a way that would resonate best with this discerning customer. Gen Z - who doesn’t conform easily - was simultaneously rewriting the script on body hair (namely armpit hair), wearing it visibly, independent of gender. We proposed celebrating that behavior by naming it #BigPitEnergy (yes, a play on another type of anatomical energy), thereby throwing fuel on the brand’s fire of body positivity.