Revised Secret Ad

Any female can tell you that Secret has a cornerstone on the deodorant market, with their strong ad campaigns and nationally recognized slogan, "Strong enough for a man, but made for a woman." Secret has an aggressive marketing strategy, appearing in all different media markets, from fashion to parenting magazines, television, strong web presence, and the list goes on. They empower women from all different walks of life. If you analyze the plethora of Secret ads out there, you will find, that they don't just promote a way to cover up and prevent body odor, they empower, encourage, and motivate women to bring out their inner strength and beauty. Never knew a deodorant could go all that did you? I never really paid attention to the strong ionic power these ads had on consumers.

The ad for Secret Platinum in Cosmopolitan magazine is the epitome of empowerment. The female in this advertisement represents all independent, career oriented, driven, in-control, sexy, beautiful women. They display a female who works in a male dominant career and somehow portray all these qualities. She is actually a racecar driver in the Indy 500®. The focus of the ad is the female, who is dressed in a beautiful gold couture gown, with long flowing brunette hair, with high heals on. Her left hand is on her hip, saying I am in charge here, with the other hand rested on her thigh where she has pulled up her dress to display her foot on her helmet. This is a full body shot, and she is starring straight into the camera. She has a confident smile on her face, more of a half smile, not too big to lessen her force of the message. The catch phrase displayed directly to the left her in a darker shade of blue than the background, says, "MY SECRET," with "Deep down, I'm a girly girl." underneath it. And, that is exactly what the ad portrays. The text to the right of her is simple, with a bit of information about her. It also drives you to the website, by enticing you to find out more of her secrets. They use several different fonts, in several different colors. They used all muted, earthy colors in this ad, except for the helmet. The background is very simple, just a wash of light blue color, making her the main focus. And, of course, the deodorant bottle is displayed in the bottom right hand corner. Whoever created this ad did a superb job, making a bold statement that all women can do what ever they dream! I personally had bought this particular version of Secret deodorant after seeing this ad.

The ad for Secret Clinical Strength in Parent Magazine screams I am a beautiful pregnant mom with it all under control. The female in this advertisement represents all pregnant women. She is shot from the belly up, with her hand rested on her stomach to emphasize her pregnancy. She is starring straight into the camera with her head tilted slightly to the left, showing she is importance of the shot. She is saying I am relaxed, modern, in-control, domestic, beautiful and can take on the world. She is dressed in a modern dress with a puffed sleeve jean jacket over it. The portion of the dress that covers her belly has a bold colorful pattern, emphasizing her pregnancy as well. She is well accessorized, showing she is hip and still takes time for herself. She looks like the everyday average mom, with freckles, minimal makeup, unpainted but well-groomed nails, short stylish haircut, giving her a real down- to- earth look. She has a simple half smile, making her seem calm and peaceful. She takes up almost the entire ad, leaving only a little bit of gray, brick and concrete wall in the background. The catch phrase on this ad is, “ONE hot MAMA,” (hot is double the size of the other two words) again emphasizing the pregnancy and her control. The additional text is simple and geared toward pregnant women. There is also a website promoted next to her head, that is different from their normal website. This ad has a girly and fun feel to it as well because, there are scrolly doodles surrounding the text. All the text is white making a bolder statement and they use several different fonts. And, of course, the deodorant bottle is displayed in the bottom right hand corner. The creators of this ad did an excellent job appealing to pregnant women. Having been pregnant, this ad appeals to me and clearly gets the message across.

Both of these advertisements make a clear definitive statement. They share many same characteristics, and are definitely empowering for women in general. The marketing company that creates these advertisements have a clear precise knowledge of the audience they are targeting. Secret, in my opinion, does an excellent job marketing their products.