Breaking The Armpit Code

Agency

MBCS

Client

WIPRO UNZA (M) SDN BHD

Product/Service

Safi Hijabista Bodycare Deodorant

Brief

Deodorant ads show lots of skin. But for modest Muslim skincare brand, Safi, that’s a no-no. So how do you sell a deodorant when you can’t say what it’s for?

Solution

Hijabistas were already talking about unpleasant underarm issues… using codenames. Ketiak hitam (Dark underarms)= Ketitam. Ketiak basah (Wet underarms)= Ketibas. Ketiak busuk (Smelly underarms) = Ketibus. We used the secret language of Muslim women to promote Safi bodycare products through our ads, packaging and used KOLs to drive conversation.

Credit

Agency: MBCS
Executive Creative Director: Kevin Le
Creative Director: Jennifer Wee, BeeNee Ng
Associate Director: Lyndy Tan
Copywriter: Mya Nabila, Afiq Arshad
Art Director: Luna Cheng, Syafiqah Mazli
Group Brand Director: Chong Jia Ling
Senior Account Director: Azriel Imran, Asyfi Ruslan
Planner: Kelvin Lye, Chan Su Ling
Producer: Betsy Hee, Nadia See, Gerard Jeganathan
Studio & Traffic Director: Jeremy Lim, Hui Ling

Client: Saki Goh, Tan Say Ong, Cathy Chew, Cindy Goh

Production Company: Graph Studio Sdn Bhd
Audio House: Real Time Studio Sdn Bhd