Tom's of Maine Launches 'Smell Good, Good' Campaign

Tom's of Maine just launched a new campaign that takes a comedic route in highlighting the freshness of its natural products.

Dubbed "Smell Good, Good," the deodorant's first campaign in three years comes with two short but hilarious spots.

In the 30-second "SPIN," Daphne uses Tom's of Maine Natural Deodorant right before her spin class. During a run, the instructor gives cyclists the go-signal to put their hands down — except for her. 

"Your coastal aroma is taking me to a sensational sea of scent," the instructor tells Daphne charismatically. 

After a few whiffs, the smell of Tom's of Maine brings the cycling coach to tears. "Amazing," he cries.

The spot ends with him angrily telling another cyclist to keep her arms down, as it would ruin the moment.

The second advert, titled "Camping," sees a group of friends inside a tent. 

"That smells nice," one of them comments, with his friend attributing the scent to his Tom's of Maine Cucumber Aloe Natural Deodorant.

"It's got odor protection I can count on, with naturally derived moisture-locking ingredients," he explains.

While the scent has garnered a new fan in the camper, it also attracted a wild grizzly bear, closing the commercial.

Behind the Humorous Campaign

VML Group creative directors Justin Roth and Jim Wood, who both worked on the campaign, dubbed Tom’s of Maine the “OG of natural products.”

“[We] wanted to make sure Tom’s reintroduced itself, its incredible new formula and packaging in a way that hopefully breaks through and connects with our audience,” they explained.

“That’s why we created work that takes the efficacy of the product to slightly absurd and memorable lengths, while still being grounded in scenarios our consumers can relate to.”

Redefining 'Natural'

For decades, the Colgate-Palmolive-owned company has used the "natural" angle in its brand messaging.

However, the market has been disrupted in recent years, with many up-and-coming natural brands taking up space.

This led Tom's of Maine to take a more proactive approach to branding. If you're looking to revive your business's branding strategy, check out DesignRush's list of recommended branding agencies you can team up with.

 

 

 

 

 

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"Our audience wants the best for themselves and the planet. They prefer to buy natural products in the pursuit and promise of a better future," Kristen Babkes, Colgate-Palmolove’s director of integrated marketing, said in a statement.

While this may be the case, Babkes reiterates that purchasing with one's values may come at the expense of personal comfort. 

"Natural products don’t always deliver the experience or efficacy they want, but they view this as the necessary price of doing good. With Tom’s of Maine, they don’t have to compromise," she added.

Editing by Katherine 'Makkie' Maclang