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Secret

Jake Peterson is an Advertising and Art Direction student in the BYU AdLab.

The Problem

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A stronger tagline for a stronger deodorant

In 1972, the now-famous Secret tag line ‘Strong enough for a man, but made for a woman’ was introduced.

In 1972, the now-famous Secret tag line ‘Strong enough for a man, but made for a woman’ was introduced.

In 2019, we fixed it by removing men from the equation and highlighting the inherent strength of women.

In 2019, we fixed it by removing men from the equation and highlighting the inherent strength of women.

 

stunt

A limited edition product release to showcase Secret’s completely re-engineered formula.

A limited edition product release to showcase Secret’s completely re-engineered formula.

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The big reveal

Take off the plastic wrapping to reveal the true new product line from Secret.

Take off the plastic wrapping to reveal the true new product line from Secret.

 

Outdoor

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Art: Jake Peterson

Copy: Jagger Moore

Jr Art: Mikey Bready

Jr Copy: Nell Stevens