Double Digit Growth Through Music


Double Digit Growth Through Music, Mitchum / Initiative
In 2018, Mitchum’s successful shelf space strategy had hit a ceiling so to maintain growth we needed to recruit the armpits of a whole new and typically hard to reach audience 25 – 34 year olds.

So rather than sticking to a spray and pray TV plan, we tapped into Britain’s most loved, and most sweaty culture – music festivals a deodorant white space.

Through an authentic sponsorship of 10 of the biggest festivals over summer, we showed that Deodorant could be a high interest product, grew sales 11% and made the mosh pits of the UK smell that little bit sweeter.