Mitchum's Bold Campaign Channels Its Southern Roots

Mitchum, the legendary deodorant brand formulated for sweat-blocking and odour- fighting power is embracing its heritage in a bold new campaign aimed at a new generation of consumers. The campaign, titled 'Southern Strength,' created by independent advertising agency, Terri & Sandy, taps into the brand’s 1959 Tennessee roots and positions the brand as a performance-first staple for a generation that’s tired of overhyped, underperforming products.

In developing the campaign, Mitchum and Terri & Sandy looked at the sweatiest cities in the US – a list largely concentrated in the South, where heat and humidity are part of everyday life – for its inspiration. These insights, paired with Mitchum’s own Southern heritage, laid the groundwork for a powerful and authentic creative direction rooted in resilience and performance.

“Mitchum has always stood for performance and ‘Southern Strength’ is our way of reconnecting with that legacy in a way that feels fresh, bold, and undeniably relevant,” said Chandra Coleman, SVP marketing, Revlon Hair & Personal Care. “As a brand born in the South, we know what it means to face heat, humidity, and hard days head-on. This campaign is a tribute to that grit – and to a generation that demands more from the products they trust.”

Shot on location in steamy Louisiana, the campaign visually pits Mitchum’s legendary strength against the oppressive weight of a humid Southern afternoon. With modern fashion styling, cinematic visuals, and a defiant Southern attitude, “Southern Strength” was designed to resonate far beyond its setting – wherever people demand more from their deodorant.

“We wanted to tell a story that was both visually compelling and deeply authentic to Mitchum’s roots,” said Todd Condie, group creative director at Terri & Sandy. His partner, Mike Cicale, who also directed the new work, added, “The South gave us more than just a setting; it gave us a mindset – resilient, no-nonsense, and unapologetically strong. That spirit runs through every frame of this campaign.”

'Southern Strength' is rolling out across online video, digital, and social media platforms, underscoring Mitchum’s heritage while reasserting its relevance with today’s consumers, particularly those who value real-world performance over gimmicks. The campaign reminds consumers: deodorant shouldn’t just smell good; it should work hard – and Mitchum does.

Featured in the campaign are Mitchum Solid Deodorants, which are available in Intense Energy and Clean Control for men, and Pure Fresh for women. All formulas offer 48-hour protection, are dermatologist tested, and deliver triple protection against sweat, odour, and wetness. Mitchum products are available on Amazon.com and in-store at Target, Walgreens, and select national retailers.

See more from Terri & Sandy here.