Sure WBD: #FOBO
BACKGROUND
The Uk has a problem: we all smell, and not just our underarms.
with only 1% of body odour coming from pits, but 44% of people using deodorant elsewhere, a new category existed - but no one was talking about it.
The Provocation
People were already talking about all the other places they smelled, just not publicly.
Online, forums were ripe (pun intended) with phrases like ‘crotch rot’ and ‘swamp titties’. But in real life? Silence.
The Promise
Sure normalised whole body sweat to make it normal and culturally relevant.
THE WORK
We turned taboo into talkable through a social-first, earned-led launch: Sniffable billboards that brought ‘bunda’ to the streets and educated a confused nation on where to use WBD.
Influencers and media sharing real unfiltered experiences of body odour.
Press education that made the science tangible (and impossible to ignore)
“Brits and their bits” a cultural moment celebrating how we really talk about our bodies.
results
brits really love their bits
250+ pieces of coverage across the UK and Ireland
1.3m+ influencer views driving high purchase intent
+68% sales increase in 12 weeks
