SPEED STICK STAINGUARD

CLIENT: Colgate-Palmolive
PROJECT: Product claim

When launching the new Stainguard antiperspirant/deodorant from Speed Stick, the Colgate-Palmolive team wanted a claim that would resonate with their male, young-adult target audience. The claim had to explain the benefit — prevents yellow stains and residue — and differentiate the product in the crowded deodorant category.