Hidrofugal
HIDROFUGAL /// Schweissegal!
Challenge
Position the dusty deodorant classic Hidrofugal in the highly competitive deodorant market as THE expert against sweat.
Solution
Schweissegal! (neologism from "sweat" and "I don't give a sh**") With this provocative artificial word we were the first in the category to openly address the taboo subject of sweat: Never mind sweat! With Hidrofugal you get through the day safely and confidently - schweissegal what happens.
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A +KNAUSS Factory Week production
The "Schweissegal" campaign is a best practice example of our +KNAUSS Factory Week. For more information about our fast track brand building process, click here.
Making Of
Outcome
"Schweissegal" brought the stagnating brand double-digit growth, made it the fastest growing brand in the deodorant segment and catapulted it to fifth place in the antiperspirant deodorant market.
Partner
| Lead agency | +KNAUSS |
| Film production | Tony Petersen |
| Music- & sound design | HushHush / Die Stube |
| Digital agency | BOOM |
| Media agency | Carat |
| PR agency | achtung! |
