Natural Schmidt’s shakes up deodorant category with ‘It’s all good’ brand platform via Emotive


Unilever’s certified natural brand Schmidt’s launches new ‘It’s all good’ brand platform and first ever Australian and New Zealand campaign, via independent creative agency Emotive.


The campaign focuses on Schmidt’s revolutionary ozone-friendly aerosol deodorant and features two women celebrating not having to give up things to be good; because with Schmidt’s, it’s all good.

The work brings a refreshingly light tone of voice to a naturals category that far too often tries far too hard to be taken seriously and is aimed at both naturals lovers and those eager to try, but reluctant to give up their aerosol.

Says John McKeon, Marketing Director, Unilever: “Currently a natural aerosol deodorant is not available in the market, however most Australians prefer an aerosol deodorant, so we are proud to lead the way with Australia’s first-ever certified natural aerosol deodorant. Now Australians can enjoy a natural deodorant in their favourite format. Bringing this to life with Emotive has been a fun ride and we look forward to continuing to innovate to bring new formats within the naturals category.”

The strategy behind ‘It’s all good’ leans into the products’ performance as much as Schmidt’s certified natural credentials, helping the brand occupy a sweet spot in the market. As Schmidt’s looks to extend into other categories beyond deodorants, there’s plenty more fun to be had.

Says Tiara Valder and Jo Swan, Creative Directors, Emotive said: “In the naturals category, personality is sometimes excluded along with the parabens. We wanted to do something different, with a unique tone of voice for real women that sniff their armpits, and know how to party in a park when they get something they want.”

The campaign will run in Australia and New Zealand from 11 September, across digital, social, out of home and in-store channels.

Creative agency: Emotive
Head of Strategy and Managing Partner: Michael Hogg
Strategy Director: Anna-Claire Clendon
Business Director: Pia McMorran
Account Manager: Kate Forrester
Creative Director: Tiara Valder
Creative Director: Jo Swan
Head of Production: Hayley Ritz-Pelling
Senior Producer: Michael Hollis

Production Company: Rabbit
Director: Al Morrow
Executive Producer: Lucas Jenner & Alex Hay
Producer: Katrina Maw
DoP: Peter Eastgate

Post Production
Editor: Simon Njoo
Sound: Electric Sheep Music
Online: White Chocolate
Colourist: Andrew Clarkson

Media agency: PHD
National Head of Strategy: Mitchell Long
Group Business Director: Alison Jones
Business Director: Punesh Han
Planning Manager: Adam Twamley

Client: Unilever
Marketing Director: John McKeon
Strategy Director: David Rebetzke
Marketing Manager: Amy Doss
Brand Manager: Alysha Arciuli