Body odor is a popular topic this year and Gillette arrives a bit late to the party on the heels of Axe and Old Spice.
Two tough acts to follow and a strategy that seems a bit absent.
A smart media buy, nevertheless. Subways are the perfect sort of cramped space you don't want to get caught stuck in without proper protection. Typically, though, you're more concerned with what others are wearing rather than you are your own odor protection, so I suppose this is intended to serve as some sort of PSA? I'm not sure what to make of it.
While Axe and Old Spice focused almost entirely on higher order emotional benefits, I'm afraid Gillette has done nothing but emphasis the obvious, functional RTB - presumably, that you'll stink less so others around you won't be too bothered...because when you ride the Subway you care more about those around you than you do yourself?
With a name like Odor Shield, isn't the stink-proofing benefit obvious?
Not sure anyone worked up a sweat trying to find a compelling way to differentiate with this campaign.
OFF STRATEGY.
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