Back in 1956, Procter & Gamble began marketing the first deodorant for women, Secret, which encouraged women to “be active, get nervous, lift their arms and live their life without fear of embarrassment over the fact that they sweat.” Along with this Value Proposition, P&G collaborated with independent women who are considered fearless and courageous, such as Diana Nyad, who attempted to swim from Cuba to Florida. These initiatives spiked “interests of the like-minded in a common cause,” which profitably reflected as a double in their deodorant sales, including Secret Clinical Strength Waterproof, their most expensive deodorant for women.   Detailed below is a Value Proposition I’ve written for P&G’s Secret Clinical Strength Waterproof with the aid of their brand value statements from their website:

To women seeking “clinically proven extra effective wetness protection,” our Secret Clinical Strength Waterproof is a deodorant that provides women “the protection they need to take on life fearlessly” through innovative active ingredients that offer waterproof protection in eight “unique scents.”

Indeed, by positioning their brand in terms of women’s lives, P&G was able to, not only secure, but inspire consumers to affirm a shared belief on the topic of empowering women.

Sources:

1. Procter & Gamble. “All About Secret.” Http://www.secret.com. N.p., n.d. Web. 07 Oct. 2013. <http://www.secret.com/en-ca/deodorant-history.aspx>.

2. Garfield, Bob, and Doug Levy. “Advertising Age.” Advertising Age News RSS. N.p., 2 Jan. 2012. Web. 07 Oct. 2013. <http://adage.com/article/news/secret-secret-finding-inspiration-perspiration/231791/>.