Degree reminds consumers to wear deodorant as pre-pandemic activities resume

Dive Brief:

Degree Deodorant has launched a multichannel campaign that features a partnership with drag queen Alyssa Edwards, out-of-home (OOH) ads across New York City and a sponsorship of NBA2K, per a press release.
The NBA2K sponsorship includes in-game branded trivia, digital wall takeovers and more. In addition, the Unilever brand's "Pit-Mobile" truck will drive to various New York City locations and give away deodorant on June 18 and 19.
The "Move Again With Degree" campaign seeks to engage with consumers that used deodorant less frequently as the coronavirus pandemic led to less physical activity and social interaction.

Dive Insight:

Degree's "Move Again With Degree" campaign utilizes a variety of tactics and channels to engage with consumers that bought and used less deodorant after more than a year of reduced physical activity and social interaction due to the pandemic. More than half (59%) of U.S. consumers were less active during the pandemic, with 68% admitting to intentionally not using deodorant because they weren't going to see other people, per a survey by Edelman Intelligence commissioned by the brand.

"Across the category, we saw that deodorant sales were plummeting across the country as people spent more time at home. But now that the world is opening up again, people are returning to doing the things they love — and that includes being active," said Dawn Hedgepeth, general manager/vice president of deodorant at Unilever.

The brand's survey reinforced this idea, finding that consumers are ready to resume pre-pandemic activities, with 57% planning to exercise more and 55% planning to use deodorant more frequently. The campaign is well-timed to capitalize on consumer behavior changes that are happening as the pandemic abates and vaccines continue to roll-out.

Along with a partnership with Edwards, best known for appearing on "RuPaul's Drag Race" and Netflix's "Dancing Queen" series, Degree is working to engage with consumers whether they are out-and-about or still spending increased time at home. With its inaugural "Pit-Mobile," the brand is tapping into experiential pop-up activations that were scuttled by the pandemic, while its NBA2K partnership recognizes that increases in digital content consumption and gaming spurred by the pandemic might stick around.

The brand's programmatic OOH ads, appearing in Times Square and on digital street furniture, taxi tops, billboards and gyms, look to connect with New Yorkers that are returning to pre-pandemic locations. Created by BBDO New York, the ads put armpits front and center for a not-so-subtle reminder to use deodorant, especially in the summer.