January 2024 - Switch From An Antiperspirant - Brief 2
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
This will form part of a wider January campaign encouraging people to 'Make the Switch' from Antiperspirant to Fussy Natural Deodorant. The New Year is the perfect time to start being good to yourself. We want to focus on encouraging people to make the switch from their current antiperspirant to Fussy, a natural deodorant that actually works! We know that effectiveness is a key message for us that performs consistently on paid media.
Not only is using a natural deodorant good for you but with Fussy’s plastic free refills, it’s good for the planet too. So start the new year off right switching to an effective natural deodorant.
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Gen should have our products, but if we can get their address we can send them some fresh products.
Hook Alt 1 - "Tired of irritated armpits when you use your antiperspirant?"
Using a fork or nails, scratch at your pits i.e. “irritated armpits?” to communicate the stinging sensation with anti-p, and then continue with the rest of the video communicating the 3x messages (see below) In the video you also need to communicate the following three messages:
- 24hr Protection backed by science. We use a neutralising probiotic formula that eats sweat for breakfast
- Easy To Refill. Show how easy it is to refill Fussy with our plastic-free refills delivered straight to your armpits every month
- Natural Ingredients. 100% vegan and cruelty free, with no aluminium or parabens.
Please communicate the above key message within your content
Hook Alt 2 - "The magic ingredient in this natural deodorant and why I stopped using antiperspirant. Did you know Fussy have a unique probiotic that stops you smelling and works for over 24 hours. Literally eating sweat for breakfast"
Start with eating a yogurt! Then into fussy key points... and then continue with the rest of the video communicatng the 3x messages (see below)In the video you also need to communicate the following three messages:
- 24hr Protection backed by science. We use a neutralising probiotic formula that eats sweat for breakfast
- Easy To Refill. Show how easy it is to refill Fussy with our plastic-free refills delivered straight to your armpits every month
- Natural Ingredients. 100% vegan and cruelty free, with no aluminium or parabens.
Please communicate the above key message within your content
Hook Alt 3 - "Take the 30 day dry January challenge. Switch successfully from your anti p to fussy deodorant for 30 days or your money back."
Start with a t shirt on and 'wet' armpits, then switch to nice and dry t shirt, even better if it's a match cut and then continue with the rest of the video communicatng the 3x messages (see below)
In the video you also need to communicate the following three messages:
- 24hr Protection backed by science. We use a neutralising probiotic formula that eats sweat for breakfast
- Easy To Refill. Show how easy it is to refill Fussy with our plastic-free refills delivered straight to your armpits every month
- Natural Ingredients. 100% vegan and cruelty free, with no aluminium or parabens.
Please communicate the above key message within your content
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We are Fussy... about everything in our mission to banish single-use plastic from your bathroom with natural personal care products that are simple, effective and beautifully designed.
As seen on Dragons' Den, our award-winning design features a durable outer case made with recycled plastic. And home compostable refills made from waste sugarcane which once done with will just decompose in your garden or the bin.
But as we all know it’s what’s on the inside that counts and we’ve been extra Fussy with this. Backed by science with only premium natural ingredients, our formula contains an odour-neutralising probiotic that literally eats sweat for breakfast. So now you can say no to BO and yes to saving the planet.
What’s more we’re vegan, free from aluminium and parabens and of course we only ever test on smelly people, never animals. To get started, simply choose a case and from one of our beautifully refined scents that you'll want to sniff on repeat.
We truly believe that by being Fussy and elevating the everyday products we have all come to know and love, we can create a better smelling planet for everybody.
Power to your pits!
Wild/ AKT/ Mainstream antiperspirants
Please check our UGC Brand Guideline deck here: https://docs.google.com/presentation/d/1hF5geMeLaYADzFIZOXgnR1n0b7uNqUU9I9__XHVdHbw/edit?usp=sharing
Wild/ AKT/ Mainstream antiperspirants
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