Degree Antiperspirant: Making your brand 'the hottest'

Degree, the American anti-perspirant/deoderant brand, needed to raise awareness and trial as well as brand share. Targetting a youthful and active audience aimed separately at men and women the TV and press campaign led to increased trial and awareness. Over the 6 year campaign Degree was the fastest growing brand in the category with 61% growth and climbing from 7th to 4th place in its market