Secret Deodorant Casts a Power Line-Up for New “All Strength, No Sweat” Campaign to Share Diverse Stories of Personal Strength, in All Its Forms
CINCINNATI--(BUSINESS WIRE)--Jan 3, 2020--
On Sunday night, Secret Deodorant is debuting its newest campaign starring a diverse celebrity line-up of women across entertainment, sports, business and fitness. This campaign gives much-needed air-time to the personal stories of modern women who are challenging the status quo in their respective fields.
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With the release of its “ All Strength, No Sweat ” campaign, Secret Deodorant, a brand committed to driving actions in support of equal representation, equal compensation and equal opportunity for all women, is once again shining a spotlight on inspirational women who are pursuing their passions without “sweating” the obstacles in their paths. The campaign video, which will air nationally through 2020, features a song written and performed by singer/songwriter and Grammy-nominee Jessie Reyez, who stars in the video. Also featured within the campaign are actress Camila Mendes, Olympic Gold Medalist Swin Cash, actress and entrepreneur Shenae Grimes-Beech and fitness mega-influencer Ainsley Rodriguez.
The lyrics were inspired by the brand’s original “All Strength, No Sweat” platform from February 2019 and serve as a rallying cry for women of all kinds, encouraging them to take pride in their power, their attitude and their right to claim what they deserve in life – whether that’s fighting for a seat at the table, in the boardroom, or acting as a positive example to women in Hollywood.
“Secret has a history of supporting women’s progress and telling stories of women’s strength, which is something that I feel equally passionate about,” said Jessie Reyez. “As a woman in the music industry, I’ve experienced firsthand how difficult it can be to make headway in such a male-dominated field. I’m honored to be a part of this campaign and share Secret’s goal of equalizing opportunity for women everywhere. I hope our stories connect with other women out there and we can continue to inspire and lift up one another.”
Secret is releasing a series of shorts featuring the unique perspectives and personal stories of each of the five women appearing in the campaign, including:
“We’re so proud to be working with such a diverse group of inspiring women, all of whom were chosen for their unwavering strength and relentless approach to getting what they want from life,” said Sara Saunders, Associate Brand Director, Secret. “We hear from incredible women every day – about their concerns, their ambitions, and about their work to earn their fair share at every stage and place in life. Our hope is that by spotlighting a few of these stories, we can continue to inspire strength and unity in making a real change together.”
Secret was the first antiperspirant brand designed specifically for women, and for the past 60 years, Secret has been on the forefront of women’s lives, leading with innovation designed to provide superior odor and wetness protection. Through the years, the brand has proudly supported women’s advancement and equality through its campaigns and communications. Its latest campaign, “All Strength, No Sweat,” is a continuation of this commitment to women, celebrating those who boldly challenge the status quo, push through barriers and stand up for what they believe in, without “sweating” the obstacles that may come their way. Secret challenges women everywhere to be all strength, no sweat.
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CONTACT: Press Contact:
Sarah Black, DeVries Global
KEYWORD: BRAZIL UNITED STATES SOUTH AMERICA CANADA NORTH AMERICA COLOMBIA OHIO LOUISIANA FLORIDA
INDUSTRY KEYWORD: WOMEN BASKETBALL OTHER SPORTS SPORTS OTHER RETAIL OTHER ENTERTAINMENT TV AND RADIO CONSUMER MUSIC GENERAL SPORTS COSMETICS RETAIL ENTERTAINMENT GENERAL ENTERTAINMENT MARKETING CELEBRITY ADVERTISING COMMUNICATIONS SOCIAL MEDIA HOME GOODS OTHER CONSUMER
SOURCE: Procter & Gamble
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PUB: 01/03/2020 01:24 PM/DISC: 01/03/2020 01:24 PM