The pioneer in natural products, Tom’s of Maine, has made a splash with the launch of its latest campaign, marking its first major advertising initiative in three years. The hilarious campaign aims to address consumer concerns about the effectiveness of natural deodorants, juxtaposing the benefits for both personal hygiene and the environment.
Under the tagline “Smell Good, Good,” the campaign takes a humorous approach to showcase the efficacy of Tom’s of Maine’s new deodorant formula. It humorously challenges the notion that natural deodorants, while environmentally friendly, may fall short in combating body odor. By emphasizing the tagline’s message – smelling good while doing good – Tom’s of Maine aims to redefine the perception of natural deodorants as effective and eco-conscious.
Thus, the campaign seeks to reintroduce Tom’s of Maine’s innovative formula and packaging in a manner that resonates with consumers, striking a balance between humor and relatability.
The campaign’s approach to humorously exaggerate the effectiveness of Tom’s of Maine’s deodorant formula while maintaining relatable scenarios resonates with consumers seeking products that align with their values without sacrificing performance. By addressing consumer concerns head-on and offering a solution that combines efficacy with sustainability, Tom’s of Maine aims to carve out a distinctive space in the competitive personal care market. Watch below:
REELated:
Justin Roth and Jim Wood, Group Creative Directors at VML, NY, the agency behind the campaign, highlighted Tom’s of Maine’s status as a trailblazer in natural products. “Tom’s of Maine is the OG of natural products. And though they’ve been recognized for all the good the company does for the planet, they heard consumer concerns loud & clear on natural deodorant efficacy. So, we wanted to make sure Tom’s reintroduced itself, it’s incredible new formula and packaging in a way that hopefully breaks through and connects with our audience. That’s why we created work that takes the efficacy of the product to slightly absurd and memorable lengths, while still being grounded in scenarios our consumers can relate to.”
Kristen Babkes, Director of Integrated Marketing at Colgate-Palmolive, emphasized the importance of aligning consumer values with product efficacy. “Our audience wants the best for themselves and for the planet. They prefer to buy natural products in the pursuit and promise of a better future. However, purchasing with their values often comes at the expense of their comfort. Natural products don’t always deliver the experience or efficacy they want, but they view this as the necessary price of doing good. With Tom’s of Maine, they don’t have to compromise. ”
As consumers increasingly prioritize both personal health and environmental sustainability, campaigns like Tom’s of Maine’s “Smell Good, Good” serve as a reminder of the importance of innovation and authenticity in meeting evolving consumer demands. With its lighthearted yet impactful messaging, Tom’s of Maine continues to pave the way for natural products that prioritize both personal and planetary well-being.
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