Gillette Deodorant works in collaboration with Operation Homefront to launch the 'Every Hero Sweats, Some Never Show It' campaign. The personal care company honors military heroes, celebrating their everyday challenges following the stress they had endured.
The campaign is made to generate conversation, encouraging service members as well as their families to share their stories and experiences. As a part of this initiative, Gillette Deodorant is inspired by its heritage of supporting the military beginning in World War I when the brand provided US soldiers with standard razor kits. This continued in World War II when it put together covery kits that featured Gillette grooming products as well as secret supplies. Some of these include counterfeit German currency, maps of enemy territory, and razor-blade compasses.
Military-Themed Deodorant Campaigns
Gillette Honors Military Heroes with the Every Hero Sweats Ad
Trend Themes
1. Military-themed Deodorant Campaigns - The rise of military-themed deodorant campaigns presents an opportunity for personal care companies to honor military heroes and tap into their compelling narratives.
2. Celebrating Everyday Challenges - Creating campaigns that celebrate the everyday challenges faced by military heroes opens up innovative ways for brands to connect with their audience and build meaningful relationships.
3. Heritage of Supporting the Military - Brands with a heritage of supporting the military, like Gillette, can leverage their history and values to create impactful marketing campaigns that resonate with consumers.
Industry Implications
1. Personal Care - The personal care industry can explore opportunities to collaborate with organizations like Operation Homefront and develop campaigns that honor military heroes while promoting their own products.
2. Marketing and Advertising - Marketing and advertising professionals can utilize the concept of celebrating everyday challenges to create compelling narratives that engage audiences and differentiate their brands.
3. Consumer Goods - Consumer goods companies, particularly those with a history of supporting the military, can leverage their heritage to develop disruptive marketing campaigns that connect with consumers on a deeper level.