For years, sweat has been portrayed as non-feminine. Men sweat and women don’t—so they should hide it. By presenting perspiration as a socially-isolating problem, marketers have amplified women’s insecurities, only to promise resolution and relief with the products they sell. From embarrassed bridesmaids to sheepish business women in silk blouses hiding their armpits behind file folders, women are made to feel that without the right deodorant, they are inadequate. Unattractive. Destined for embarrassment and failure. And no one would be vilified more than women who sweat more than ‘normal’: those who require a clinical strength antiperspirant. For the first time, Sure has completely re-framed the discussion with our Maximum Protection product launch, we see sweat as a symbol of strength, not of weakness. Because sweat is a sign that we're active, we're engaged, we're doing, we're achieving. Women are strong. And now there's a product as strong as we are.

This uniquely universal insight now being expressed in [24] countries around the world. Do we sweat? Yeah, we do. Without apologies.