Background: Secret anti-perspirant deodorants were launched in Hungary more than 10 years ago. They had lost their connection with today’s young audience and become a functional, old-fashioned brand that hasn't had any communication support in the last few years.

The challenge was to create a commercial innovation which not only revived the brand, but also created a trend, completely changing the brand perception.

The idea: the armpit jewel.It’s a crystal tattoo worn under your arm, so it’s only visible if you raise your arm - and only Secret gives you the unsurpassed wetness protection and the sexy confidence to wear it.

We launched it with a word of mouth campaign inviting celebrities, fashion designers to the opening Secret jewel Party, which created a huge media buzz. Simultaneously, a website was setup (www.secretjewel.net), which offered an online promotion and game to design your own secret jewel.

Within days hundreds of different designs - created by the site visitors - were submitted, and the promotion became so popular that it generated an unexpected demand for the jewel.500% returned media value in 2 weeks: the brand has never received such media exposure free of charge.Free promotional space in DM drugstores and Cora hypermarket.Secretjewel display promo with more than double sales results (223% sales index)It’s not only activated both trade partners and target audience, but it turned women into the ambassadors of the brand and it became a new fashion craze.