Gen Z + Deodorant? Not Exactly a Love Story
So we flipped the script and made HYPE feel less like a product and more like a personality.
The goal
Launch a new deodorant that speaks to young Gen Z with content that feels like them — not like their dad's gym bag.
The strategy
Leaned into memes, trends, humor and relatable storytelling to create shareable moments. Instead of pushing product, we built a brand personality through influencer content.
The execution
- —Partnered with young creators who stood out — natural storytellers and humor-first voices.
- —Opinion leaders with unique personalities whose content gets shared in the group chat.
- —Because when the vibe hits, the product follows.
Creator Content — Reels
Tap to play creator content from the campaign.
