Smell good, good with Tom’s of Maine

Tom’s of Maine, has launched a new campaign, its first in three years, which takes on the notion that while natural deodorants may be good for the planet, they may not be so good for your BO. 

Under the Tagline, Smell Good, Good, The spots go to great comedic lengths to show just how effective the new Tom’s of Maine formula is. Because what’s better than smelling good? Smelling good while doing good.

Justin Roth and Jim Wood, Group Creative Directors, VML, NY: "Tom’s of Maine is the OG of natural products. And though they’ve been recognised for all the good the company does for the planet, they heard consumer concerns loud & clear on natural deodorant efficacy. So, we wanted to make sure Tom’s reintroduced itself, it’s incredible new formula and packaging in a way that hopefully breaks through and connects with our audience. 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.”

Kristen Babkes, Director, Integrated Marketing at Colgate-Palmolive adds: "Our audience wants the best for themselves and for the planet. They prefer to buy natural products in the pursuit and promise of a better future. However, purchasing with their values often comes at the expense of their 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."