World Cup champ Megan Rapinoe channels famous deodorant campaigns with a twist in a new spot from Edelman for Schmidt’s, a certified natural brand in the category. “Look at me. Now look at your deodorant, now back at me,” Rapinoe begins, in an homage to Isaiah Mustafa’s decade-old "The Man Your Man Could Smell Like" for Old Spice. She also name-checked him on Twitter.
From there, Rapinoe lays out a case for FOBO—fear of body odor, a play on the ever-popular FOMO—and highlights Schmidt’s new formula and long-lasting effect. The insight is based on a survey by Edelman Intelligence that found that 79% of respondents 18-35 feel daily anxiety about their body odor, and 60% won’t leave their home if they think they smell bad. (A potential opportunity for pandemic marketers trying to keep people at home?)
Rapinoe is also a prominent LGBTQ activist and outspoken against restrictive gender norms, so the campaign also plays with the traditional messaging of the category. “It’s strong enough for me but made for everyone,” recalls Secret’s old tagline, updated for modern standards of inclusivity.
"Megan is known for challenging the status quo, similarly to how Schmidt's has shattered expectations of natural deodorant by providing long lasting odor protection. We couldn't think of a better partner to flip antiquated and stereotypical tropes on their head," said Mollie Crudden, Head of Schmidt's Naturals, in a statement. "Our products are made for everyone, so the goal of the campaign is to illustrate that while instilling confidence that Schmidt's natural deodorant really works."