Sure, For A Price That Won't Make You Sweat.

Sure anti-perspirant deodorant has a new campaign to promote its product to the consumer in the harsh times of the credit crunch. I only noticed the Point of sale during my shift at work [Tesco] and thought I'd show you the concept that Sure have gone with.













The Unilever company Sure may have seen a drop in sales over the past year due to consumers buying cheaper brands, so want to change the customers perception of their well known brand with this campaign.

The strap line used 'Confidence, for a price that won't make you sweat' is interesting because it incorporates this idea of price [along with the image] yet still includes the purpose for using an anti-perspirant.

The RRP of a 150ml Sure aerosol can is £1.73 and together the coins make up this figure [not that we can tell]. The TV ad uses the same concept, created by ad agency Lowe London, and shows the coins falling to make up a deodorant can.

I think the concept is good, and does well to get this idea of price across and still focus on the products core purpose. The campaign is clean and refreshing, which represents their brand and what Sure deodorants are about. However, the campaign seems to be going overlooked, and the public aren't really noticing what Sure are trying to do. I've probably seen the ad on TV a dozen times but didn't take much notice until I did some research into it, and watched it online. The campaign is missing something - the shock factor, and in times when deodorant brands [Lynx etc.] are trying innovative and unique ideas, Sure has stuck to something quite regular and simple which I think may be the wrong way to go.