Objective: Convince women who don’t use the brand that Degree Fresh Oxygen is a new and effective anti-perspirant that they should try.Strategy: Creative needs to grab their attention and be appealing to get them to consider Degree as a brand for them. Should look and feel fresh, new and appealing to women who don’t use Degree.Target: Lapsed female Degree users 25-49 (core 25-30). She is an active participant in life who strives to achieve all of her goals. She is a confident woman who thinks for herself, she is determined and believes in her own abilities. She wants a high performance anti-perspirant but does not use Degree.