Emotive Presents: The Aerosol You Don’t Have to Give Up to Be Good

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 director, 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 at 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