Fear of body odor (F.O.B.O) is a real anxiety for many people. In fact, research from Edelman Data & Intelligence finds 79 percent of people ages 18-35 report feeling anxious about their body odor on a day-to-day basis, and 60 percent of people refuse to leave their homes if they know they have body odor.
To take on this very real issue, Schmidt’s is teaming up with U.S. soccer superstar Megan Rapinoe on "#MadeForEveryone," a new campaign that helps people combat F.O.B.O. by encouraging everyone to make the switch to Schmidt's natural deodorant for 24-hour odor protection.
STRATEGY & EXECUTION
As an activist and athlete, Megan was the perfect partner for the #MadeForEveryone campaign. She demands a deodorant that gives her confidence in what she’s putting on her body and won’t let her down—on or off the field. Moreover, not only is Schmidt’s an effective deodorant, but it's also the first deodorant in the U.S. to be certified natural by Ecocert COSMOS Natural, with 100% natural origin ingredients.
As part of the campaign, Schmidt's worked with Megan to create a video that challenges outdated gender tropes in the deodorant category while raising the bar on what you can expect from a natural deodorant. The campaign launched with a social media and media push, alongside an online giveaway of 1,000 full-size products.
OUTCOME
The #MadeforEveryone campaign launched on March 17, 2021 and the campaign is currently active. Please check back in at a later time to learn more about the full outcome of this campaign.