Breaking The Armpit Code

8. Brand Experience & Activation Kancils [8.10 Best use of Cultural Insights in Brand Experience & Activation]

Product/Service:

Safi Hijabista Bodycare Deodorant

Client:

WIPRO UNZA (M) SDN BHD

Brief:

Deodorant ads show lots of skin. But for modest Muslim skincare brand, Safi, that’s a no-no. So how do you sell a deodorant when you can't say what it's for?

Solution:

Hijabistas were already talking about unpleasant underarm issues… using codenames. Ketiak hitam (Dark underarms)= Ketitam. Ketiak basah (Wet underarms)= Ketibas. Ketiak busuk (Smelly underarms) = Ketibus. We used the secret language of Muslim women to promote Safi bodycare products through our ads, packaging and used KOLs to drive conversation.

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