Driving Trial for Dry Spray Deodorants
Drove trial and awareness by delivering samples and offers to cruise, office/coworking, and wedding/bridal venues. Included consumer response survey via QRCs on overwrapped samples.
Introduction
Dove and Degree partnered with Aha! to increase awareness and trial of their Dry Spray Deodorants among active adults. The goal was to introduce the product in relevant, real-life moments that would encourage first-time trial and drive consideration.
The Challenge
Even with strong brand recognition, Dove + Degree faced a common category challenge: motivating consumers to try a new deodorant format. The program needed to reach active adults in situations where odor protection matters most, while also appealing to consumers who were new to Dry Spray.
Our Approach
Aha! developed a contextual sampling strategy designed to place Dry Spray into everyday environments aligned with active lifestyles. By meeting consumers in moments of movement and routine, the program encouraged natural discovery and hands-on trial—without disrupting daily behavior.
This approach helped ensure the product felt timely, useful, and easy to adopt.
Insights for Personal Care Brands
This program reinforces a key insight: trial is most impactful when it happens in real-life moments of need. For personal care brands looking to introduce new formats or increase adoption, Aha! helps drive:
- High-intent product trial
- Reach among new and incremental users through unique touchpoints digital can’t reach
- Measurable lift in consideration and purchase intent
- Scalable programs that protect brand and competitive integrity
Dove + Degree’s results show how thoughtful sampling can move consumers from curiosity to conversion—without overexposing strategy.
