Procter & Gamble is toasting the golden anniversary of its Secret deodorant brand with a new cause-marketing campaign that gets women to reveal their innermost secrets.
“We are celebrating 50 years of strong women,” said P&G spokeswoman Michelle Vaeth. “It takes a strong woman to share a secret.”
Consumers can log on to ShareYourSecret.com to post a secret. Visitors who share their secrets need only to give their first names and can write a story behind their secret (up to 800 words). For each secret shared through Oct. 31, Secret will donate $1 (up to $150,000) to Dress for Success, an organization which assists more than 45,000 disadvantaged women each year as they transition into the workforce and develop careers. As of Thursday afternoon, the Web site had nearly 3,000 secrets posted. P&G screens each submission for profanity only, letting the true secrets come through.
This week, Secret took over Times Square. Consumers sent secrets via text message and by visiting Share Your Secret kiosks on Military Island in Times Square in New York on July 18. That day, Secret revealed consumer’s submissions on the digital Reuters news sign and the NASDAQ board in Times Square. Consumers’ secrets will occasionally appear on the NASDAQ board through the summer, Vaeth said.
Some of the secret confessions to date include: “I’m in love with my best friend,” “I cheated on my high school entrance exam,” “My fiancé thinks I’m eight years younger” and “I’ve never been kissed.” TV spots built around the tagline ‘Strong enough to share your secret?” urge women to ShareYourSecret.com to post their own best-kept secrets.
Before the Secret campaign officially launched this week, between 1,700 to 1,800 visitors posted secrets, Vaeth said. “Some of the secrets are heartfelt and emotional,” she said. “Some of them are pretty funny.”
As part of its 50th anniversary celebration, Secret is rolling out new packaging that matches an existing fragrance with each of the last five decades—Powder Fresh for the sophistication of the 1950s, Glacier Mist for ’60s freedom, Mystic Rain for ’70s independence, Ocean Breeze for ’80s power, Vanilla Sparkle for ’90s expression and Peach Shimmer for Generation Me. Each deodorant will be available in clear gel and invisible solid through October at retail locations nationwide.
Online materials, outdoor ads and TV spots support. Leo Burnett, Chicago, handles TV spots, print and out of home advertising; IMC², Dallas, handles the Web site; Marina Maher Communications, New York City, handles p.r.