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By Audrey Kemp, LA Reporter

April 22, 2024 | 3 min read

Two new ads turn armpit sniffing into a comedic art form, showcasing folks reveling in the delightful fragrances of the brand’s reformulated deodorant.

Tom’s of Maine, Colgate-Palmolive’s natural personal care brand, recently launched a new campaign aimed at proving that natural deodorants can be as effective as they are environmentally friendly.

After a three-year hiatus from the advertising spotlight, the brand serves up a dose of hilarity to highlight the potency of its new deodorant formula with the tagline ‘Smell Good, Good.’

The centerpiece of the campaign is a rib-tickling ad titled ‘Spin,’ where a spin class instructor takes his love for natural scents to a whole new level. When he commands the class to lower their arms, one unfortunate (or fortunate?) soul named Daphne is singled out for her captivating aroma. Her secret? You guessed it – Tom’s of Maine natural deodorant. It’s a comedic twist that’s equal parts hilarious and, dare we say, a tad creepy.

There’s also ‘Camping,’ a 15-second snippet that captures the essence of camaraderie in the great outdoors, albeit with a whiff of humor. Picture three sweaty guys crammed into a tent, sweltering in the summer heat. As one of them raises his arm to wipe away his perspiration, a fellow camper utters those immortal words: “That smells good.” And you can bet your bottom dollar it’s not just the fresh mountain air they’re talking about.

“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,” Kristen Babkes, Colgate-Palmolive’s director of integrated marketing, said. “However, purchasing with their values often comes at the expense of their personal 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.”

The campaign was ideated and developed by VML, with Mofa handling production.

Justin Roth and Jim Wood, group creative directors at VML, NY, jointly commented on the campaign. “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 and clear on natural deodorant efficacy,” they said. “So, we wanted to make sure Tom’s reintroduced itself, its 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.”

The campaign will run across digital media, with focused efforts across online video, display and social platforms.

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