1. What is “purpose-driven marketing” from a product and brand management perspective at Procter & Gamble?

2. How does the purpose-driven marketing for Secret deodorant relate to the hierarchy of needs concept?

3. What dimensions of the consumer-based brand equity pyramid have the Secret brand team focused on with its “Let Her Jump” and “Mean Stinks” ignitions?

Secret deodorant was the first deodorant brand marketed exclusively to women in 1956. For some 50 years, the brand held a prominent market position. However, Secret brand management believed the brand was losing its relevance with its target market. The challenge facing the brand’s management team was to modernize the brand by making it relevant to a new generation of consumers.

This video case describes the thought process and program execution behind the “purpose-driven marketing” initiative for P&G’s Secret deodorant. As such, the case provides a contemporary look at how social media can be used in brand building. Moreover, the case permits a discussion about the link between fundamental consumer behavior and brand management concepts.