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Secret Deodorant’s Latest Campaign Addresses Gender Pay Gap

Secret is going beyond deodorant with its latest campaign.
The Procter & Gamble-owned women’s deodorant and antiperspirant brand is on Monday, Nov. 19, releasing its “I’d Rather Get Paid” campaign, which is targeted at the digitally native generation and addresses the gender pay gap.
The campaign is entirely digital, and is anchored by a music video featuring a diverse group of famous women who have been known to speak out against wage inequality between men and women, including actors Sophia Bush and Samira Wiley, former television host Catt Sadler, women’s soccer player Abby Wambach and WNBA player Swin Cash. The brand has tapped a group of influencers, including several members of the the U.S. women’s soccer team, promote the campaign on social media. There’s also a partnership with Spotify, in which consumers will be able to purchase on the streaming platform the original track featured in the music video, and place it as background music on Instagram Stories.
“We have a relatively new, predominately female team [at Secret],” said Sara Saunders, associate brand director, personal care at Procter & Gamble. “We need to use our voice as a brand. Sweat and stress have so much impact on women physically and emotionally — we

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Via:: https://wwd.com/beauty-industry-news/beauty-features/secret-deodorant-rather-get-paid-1202908836/