Procter & Gamble Design & Branding MEAN STINKS by Leo Burnett Chicago


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Industry Against violence
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Creative Director Becky Swanson
Copywriter Eric Routenberg, David Schermer, Craig Shparago Bobbi Bowers
Designer Alisa Wolfson, Eing Omathikul
Released January 2011

Credits & Description

Category: Self Promotion
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Jan 1 2011
Creative Director: Becky Swanson (Leo Burnett Chicago)
Designer: Alisa Wolfson (Leo Burnett Chicago)
Designer: Eing Omathikul (Leo Burnett Chicago)
Copywriter: Eric Routenberg (Leo Burnett Chicago)
Copywriter: David Schermer (Leo Burnett Chicago)
Copywriter: Craig Shparago (Leo Burnett Chicago)
Media placement: T-Shirts - Online Giveaways - 15 January 2011

Describe the brief from the client
There wasn’t a brief. There wasn’t even an assignment. These t-shirts were catnip in our quest to sell in a bigger platform about stopping girl-on-girl cruelty. We wanted to elicit a visceral “ooo – I want that” reaction. The client loved it and immediately said “go do it."

Describe the challenges and key objectives
As a brand that provides odour protection, Secret expanded its mission to take a stand against all things that stink.

As a brand that supports women, Secret created “Mean Stinks” an anti-bully program for girls that gives being nice a little badge value, a cool factor, a bit of edge.

Describe how you arrived at the final design
We wanted to make the design absolutely irresistible to our target. So we chose fun, bright colours. Big, bold, unique script typefaces to create a hand-made, one-of-a-kind feel rather than a generic, mass-produced one. We insisted on high quality shirts from a well-known brand; shirts we knew our target would be proud to wear. And we wrote the slogans to be self-deprecating, funny, edgy and young.

Give some indication of how successful the outcome was in the market
The shirts are a definite hot ticket item. Everyone who sees them wants one. And to the chagrin of girls (and their mothers and teachers), Secret isn’t selling them but giving them away to girls who post on the Facebook “Mean Stinks” wall. Given their popularity, we are currently working on an e-commerce solution to satisfy the demand.