Unilever’s Natural Deodorant Brand Schmidt’s Launches “It’s all Good” Campaign Via Emotive

Unilever’s Natural Deodorant Brand Schmidt’s Launches “It’s all Good” Campaign Via Emotive
Pia McMorran
By Pia McMorran



Unilever’s certified natural brand Schmidt’s has launched its “It’s all good” brand platform and first-ever Australian and New Zealand campaign, via independent creative agency Emotive.

The campaign focuses on Schmidt’s revolutionary ozone-friendly aerosol deodorant and features two women celebrating not having to give up things to be good; because with Schmidt’s, it’s all good. 

The work brings a refreshingly light tone of voice to a naturals category that far too often tries far too hard to be taken seriously and is aimed at both naturals lovers and those eager to try, but reluctant to give up their aerosol. 

John McKeon, marketing firector, Unilever said: “Currently a natural aerosol deodorant is not available in the market, however most Australians prefer an aerosol deodorant, so we are proud to lead the way with Australia’s first-ever certified natural aerosol deodorant. Now Australians can enjoy a natural deodorant in their favourite format. Bringing this to life with Emotive has been a fun ride and we look forward to continuing to innovate to bring new formats within the naturals category.”

The strategy behind ‘It’s all good’ leans into the products’ performance as much as Schmidt’s certified natural credentials, helping the brand occupy a sweet spot in the market. As Schmidt’s looks to extend into other categories beyond deodorants, there’s plenty more fun to be had.

Tiara Valder and Jo Swan, creative directors, Emotive said: “In the naturals category, personality is sometimes excluded along with the parabens. We wanted to do something different, with a unique tone of voice for real women that sniff their armpits, and know how to party in a park when they get something they want.” 

The campaign will run in Australia and New Zealand from 11 September, across digital, social, out of home and in-store channels. 

 Credits

Client: Unilever

Marketing Director: John McKeon

Strategy Director: David Rebetzke

Marketing Manager: Amy Doss

Brand Manager: Alysha Arciuli

Creative agency: Emotive

Head of Strategy and Managing Partner: Michael Hogg

Strategy Director: Anna-Claire Clendon

Business Director: Pia McMorran

Account Manager: Kate Forrester

Creative Director: Tiara Valder

Creative Director: Jo Swan

Head of Production: Hayley Ritz-Pelling

Senior Producer: Michael Hollis

Production Company: Rabbit

Director: Al Morrow

Executive Producer: Lucas Jenner & Alex Hay

Producer: Katrina Maw

DOP: Peter Eastgate

Post Production

Editor: Simon Njoo 

Sound: Electric Sheep Music

Online: White Chocolate

Colourist: Andrew Clarkson

Media agency: PHD

National Head of Strategy: Mitchell Long

Group Business Director: Alison Jones

Business Director: Punesh Han

Planning Manager: Adam Twamley




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