Every Man Jack’s Natural Deodorant Is an Adventure for Your Armpits

Every Man Jack, the leading men's grooming brand that inspires men to take care of themselves and connect to the world around them, has launched a new national campaign to reinforce the brand’s position as a top choice for naturally derived, outdoor inspired deodorant. Every Man Jack deodorant sales have grown more than 35 percent year-over-year, outpacing overall category growth of 11 percent.* 

The 'Still Smell Good' campaign was created by comedy’s greatest ad agency Party Land, renowned for its ability to drive business results through humour. Leveraging the power of comedy, Party Land has tapped into a potent consumer preference – 90 percent of people are more likely to remember ads that are funny and 72 percent say they would choose a humorous brand, according to Oracle. 

The launch film follows an outdoorsy protagonist on an exhilarating mountain biking journey through the woods. Despite encountering unexpected challenges, such as biking straight into a hornet’s nest and enduring a severe-looking tumble down a steep hill, there’s one consistent element: his pits still smell good, all thanks to Every Man Jack’s aluminium free deodorant. Each moment of the film is infused with physical comedy, an effective strategy developed by Party Land that resonates with Every Man Jack’s core male audience and ensures the brand stands out in a memorable way. Featuring a catchy original song written by Party Land’s creative team, the musical narrative highlights Every Man Jack’s prowess in battling odour, emphasising its 24-hour long-lasting endurance, naturally derived ingredients, and manly, outdoorsy scent. 

This effort follows the resounding success of the 'Them Beardles' campaign, another comedic collaboration with Party Land, that cemented Every Man Jack’s leading position in the beard category. Every Man Jack was recently named the 'Men’s Beauty Brand of the Year' winner in the 2023 Glossy Beauty Awards. 

"In our 'Still Smell Good' campaign, it's not just about having a good time and sharing laughs; we're also focused on earning consumer trust in our clean deodorants," explained Ellie Off, VP of marketing. "In a category where confidence means everything to our consumers, our campaign showcases how Every Man Jack deodorant offers dependable odor control combined with rugged, outdoorsy scents for unbeatable effectiveness. Through a series of hilariously memorable events, we drive this message home, fully embracing the personality and humor that Party Land has helped infuse into our brand to resonate with our core audience."

The 'Still Smell Good' campaign is airing nationwide on broadcast and connected TV, with a focus on live sports and programming, and will run across social and digital media platforms. 

“The most effective comedy is inspired intrinsically from the product. In this case, Every Man Jack’s deodorant lasts a crazy long time and comes in great smells. Duration: Still. Scent: Smell good. ‘Still smell good’ was the simplest way to describe the benefits, so we married it with the brand’s unique sense of humour, and then said it over and over and over – just banking efficacy points,” said Matt Heath, co-founder and chief creative officer, Party Land.