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iDirect

sure

Sure is a brand with a long history and a well-remembered place in pop culture, and that's exactly the problem.

It's a brand that has been around so long that people today no longer take notice. And it was our job to give people a new reason to use Sure again, differentiate them from the competition, and stem declining sales.

Through behavioral research we found a unique place: consumers aren't looking for a deodorant to enhance or change them; they look to deodorant to help them be themselves. Because when deodorant fails, they don't have the confidence to be themselves. They don't interact with co-workers or family in the same way, they don't seek interaction, they retreat into themselves. That's why we created the concept that Sure gives you the confidence to be yourself. And it was on this platform that we built a campaign that saw double-digit sales increases in the first three months.

  • engauge advertising services
  • client list
    AEP
    American Eagle Interactive
    Baldwin Park
    Buena Vista Land Company
    Castle & Cooke
    City of Eustis
    College Advantage
    Crosland
    DAD's
    Dell
    Donatos
    DR Horton
    Experience Columbus
    EyeMed
    Five & Alive
    Florida Citrus Sports
    Glory Foods
    Goebel of North America
    Harris Hooker & Huber
    Heinz Awards
    Heinz Endowments
    Huntington Bank
    ICI Homes
    Innovative Brands
    Insight Financial Credit Union
    K Hovnanian Homes
    Kraft
    Land O'Lakes Creamer
    Nationwide
    NGK
    Nocatee
    OhioHealth
    Osmocote
    Perkins
    Preen
    Roomful Express
    Ross Labs
    Stōk
    Summerset at Frick Park
    The Children's Institute
    The Parc Group
    Time Warner
    Vacation Resorts International
    Wellpoint
    WilsonMiller
    ZonePerfect