Mitchum Launches Bold Campaign Celebrating Southern Heritage for a Modern Audience

Embracing Heritage: Mitchum's New Campaign

In a bold move, Mitchum, the renowned deodorant brand, is reconnecting with its roots through a fresh advertising campaign that promises to resonate with the performance-focused consumers of today. Titled "Southern Strength," the campaign is crafted by the independent agency Terri Sandy and reflects a proud legacy that dates back to 1959.

This campaign draws inspiration from the hottest cities in the U.S., primarily situated in the South, where humidity and heat are a part of daily life. Mitchum aims to reach out to a younger audience that values effectiveness and reliability in the products they choose. "Mitchum has always stood for performance, and 'Southern Strength' embodies this essence while refreshing our connection to our heritage," stated Chandra Coleman, Senior Vice President of Marketing at Revlon Hair & Personal Care.

Mitchum's association with the Southern states helps highlight the brand's commitment to tackling real-world challenges such as heat and sweat. The powerful visuals of the campaign, shot in Louisiana's steamy environments, serve to establish a compelling narrative—showing the brand's iconic strength against the backdrop of oppressive Southern temperatures. The advertisement is marked by modern styling, cinematic aesthetics, and a defiant attitude that speaks directly to those who demand more from their deodorants.

Todd Condie, Group Creative Director at Terri Sandy, emphasized the need to tell a story that is visually striking while remaining true to Mitchum's roots. His creative partner, Mike Cicale, who directed the campaign, noted that the South doesn't only provide a location; it imparts a spirit of resilience, straightforwardness, and unwavering strength that permeates throughout the campaign.

With the rollout occurring across various digital platforms including video and social media, Mitchum aims to assert its relevance in today's market while reminding consumers that effective deodorant goes beyond mere fragrance. This campaign serves as a call to action, proposing that deodorant should prioritize performance as much as it does scent.

The featured products include Mitchum Solid Anti-Perspirant Deodorants, which retail for $4.99 and are available in several variants like Intense Energy and Clean Control for men, alongside Pure Fresh for women. Each product offers 48-hour protection and is dermatologist tested, ensuring triple the odor protection against sweat, thus providing users with lasting freshness when they need it most.

Mitchum, since its inception in Tennessee in 1959, has garnered a strong reputation for high-performance protection against sweat and odor. The brand, while committed to innovation, has consistently stayed true to its heritage, continually delivering dermatologist-tested formulas that excel in real-world scenarios. For those navigating demanding environments, from work to workouts and beyond, Mitchum provides reliable support for confidence and freshness.

As Mitchum elevates its message through the 'Southern Strength' campaign, it not only honors its heritage but also adapitates to the needs of modern consumers who seek products that work as hard as they do. To learn more about the campaign and explore the product lineup, visit mitchum.com.