Camp Confidence

at the Kroger Wellness Festival

An experiential campaign created to support Kroger's sale of Unilever deodorant products by closing the bridge between personal care and self-confidence in teens and tweens.

2022

How It Came To Life

Script: Loren Parker & Kristen Ligouri

The Concept

The Assignment
The Big Idea
The Flow
Camper Activity #1 Look & Feel
Camper Activity #2 Look & Feel
Camper Activity #3 Look & Feel

The Content

Deo for the Creators; keep them inspired.
The Activist; keep them motivated.
The Mover; keep them feeling fresh.
Influencer partnerships featuring content made FOR parents BY parents. Teaching others how to start the conversation around body odor and confidence with their teens and tweens.
Kroger x Scents of Confidence landing page for The Creator. Marketing by personality rather than gender; a first-of-its-kind targeting strategy.
Kroger x Scents of Confidence landing page featuring tips for starting BO conversations with teens and tweens.

The Results

A year after the campaign launch, Scents of Confidence won the Gold (Shopper Marketing, Retailer-Specific or Omnichannel Marketing) and Bronze (Age-Targeted Marketing) REGGIE® awards. Along with Bronze (Multi-Brand Shopper Solution & Omni-Channel Shopper Solution) Effie awards.
Creatives, activists and movers of different ages got to learn which deo fit their lifestyle at Camp Confidence. Every visitor took home the best scents to feed their confidence along with other goodies.
To inspire confidence in young shoppers, campers had the opportunity to create custom, motivational jewelry to show off their personality at Camp Confidence.
Campers navigating self confidence and care with the help of Camp Confidence activities.
The Arc Worldwide, Camp Confidence team managing the experience.