Integrating your brand purpose: How Procter & Gamble's Secret deodorant increased market share and profit through its brand purpose

Abstract

For most of its 50 years of existence, Secret dominated the women's deodorant market. When this changed in 2008 due to a global recession and strong competition, Secret needed to rethink its approach to marketing in order to take back its market share. This paper describes how Secret changed its marketing strategy by reconnecting and focusing on its purpose and putting it at the core of everything. The result was a more engaged audience, an increased market share, and brand loyalty that skyrocketed.