HIDROFUGAL

No sweat!

Hidrofugal /// "Mach Schweiß egal!" /// TVC 2015

Challenge 

Turn around an old-fashioned, medical, problem-associated deodorant into a modern performance brand in order to win competitive user groups. 

Solution

Make sweat irrelevant! The idea talks directly about the taboo of “sweating” yet frames it in a lighthearted and unconventional way to provide security. The result: New users and significant growth in a declining market.

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