Borotalco: Stop the Stink

Everyone knows someone with body odor, but no one wants to be the one to tell them. We wondered if Borotalco could be that “kind and gentle” messenger. We helped the brand launch an anonymous body-odor reporting hotline to “stop the stink.” Within days, the hotline was overwhelmed with nearly 8,000 reports from people who wanted help with a smelly friend or co-worker. “Relief” was delivered anonymously – a gift bag of Borotalco deodorants and shower gels, accompanied by an upbeat letter wishing the offenders a stress-free summer. Media, YouTubers and bloggers drove the story. And the modest promotion led to a 30% summer sales lift.