Brief:

• Native, the direct-to-consumer (DTC) brand of natural deodorant owned by Procter & Gamble, started a digital campaign that pays homage to armpits as people huddle at home during the coronavirus pandemic. The company worked with agency Mustache on the campaign, per an announcement the creative agency shared with Mobile Marketer.
• The campaign includes 15-second spots that began running on YouTube, Facebook and Instagram on June 7. Those were followed with a 30-second hero video to grab attention on YouTube starting on June 10.
• The spots convey the message that Native is made with natural ingredients that won't harm people as they cuddle, hug and play while stuck indoors. Mustache also created a behind-the-scenes video to highlight how it tackled video production while practicing social distancing.

Insight:

Native's campaign on YouTube, Facebook and Instagram aims to reach an audience of health-conscious consumers with a lighthearted take on "the often-underappreciated spot under our arms where we hold our loved ones closest," as Mustache describes it. The offbeat videos convey the message that Native is unconventional, but also has a place in households as people spend more time together indoors. Video ads on YouTube, Facebook and Instagram can help Native reach these housebound consumers that have increased mobile usage.

Native was a significant acquisition for Procter & Gamble in 2017, when it paid $100 million for the DTC startup. P&G had exited the beauty category after selling most of its portfolio of brands to Coty the year before. P&G later bought other businesses such as Walker & Company, a DTC marketer of grooming and haircare products for consumers of color. The CPG giant also acquired Billie, a DTC marketer of women's shaving products, and feminine product maker This Is L. amid an expansion in purpose-driven marketing.

The organic deodorant market is forecast to grow 14% a year to $159 million worldwide by 2025, as consumers become more aware of possible harmful effects of aluminum salts in traditional deodorants, per Grand View Research. Europe made up about 35% of the global market for organic deodorant in 2018, followed by North America at 23%. The disparity suggests greater growth potential for deodorant with natural ingredients in North America, including brands like Native. The U.S. is still the biggest market for deodorants of all kinds, estimated at $4.77 billion this year, with people spending an average of $14.40 a year on the products, per data cited by Statista.