Sure had launched a new category of deodorant - one designed for your whole body.

Because only 1% of body odour comes from armpits. The rest comes from other sweaty bits.

The problem was that people didn’t know why they needed it, or where to use it. Decades of deodorant = armpits had made putting it anywhere else feel pretty weird.

Except people were already doing exactly that. They just weren’t talking about it in public.

Deep in Reddit threads, people were anonymously swapping stories about where they smelled, where they sweated and where they were already using ordinary deodorant beyond their pits.

So we took the language and behaviour hiding in those forums and dragged it into the mainstream.

Sniffable billboards put the instructions where the smells were, using the places, problems and language people were already talking about online to teach a confused nation where, and why, to use whole-body deodorant.

The billboards formed part of a wider campaign that drove sales up 68% in 12 weeks.

People already had the problem. We just had the audacity to talk about it.