ABOUT

Hopefully, most men know that boosting a woman's confidence, makes them feel better about themselves. No great insight there. But research showing two of the main factors affecting how confident a woman felt — her underwear and being able to rely on her antiperspirant — was just the insight that lead to this elegant and sexy advertising for a client not known for being either... Proctor & Gamble.

Persuading women that Soft & Gentle was the antiperspirant developed especially to make them feel more feminine and confident, proved easy with these simply elegant, sexy ads that demonstrated it was all they needed next to their skin.

Sales rocketed, and so did women's confidence.