Raise Your Fist if You're Sure: New Marketing Campaign Pairs Virtue with Venture.

Sure has been a well-known antiperspirant and deodorant brand for decades. In an ever-changing market known for stiff competition and small margins, no company is safe with the status quo. Especially a brand like Sure that markets exclusively to women, in the United States. Therefore, anything that can be used as marketing leverage should be considered, which is why the parent company, Helen of Troy LLC, pressed forward with their new marketing campaign that combines culture with cosmetics.

"We asked ourselves this question, what can we do to show support for a cause we believe in, while stabilizing and increasing our footprint in the industry," said Jennelle Chamberlain, VP of Marketing for Sure in the United States. "While other companies made efforts to signal their support for Black Lives Matter, our support went a lot further. We saw a new and untapped market, so we pressed forward with a concept we genuinely believe in."

The concept was an antiperspirant specifically marketed to Black Lives Matter. "We already had a line of antiperspirant called, Maximum Protection," said Chamberlain. "This deodorant is all about 'cutting-edge technology which provides exceptional sweat protection so women can keep focused on the important things in life. With a bit of creativity, and some minor tweaks to our production line, we had a new scent and marketing strategy ready to match up to the BLM movement."

That new line is called, "Marxism Projection" and the scent is simply called Black Lives Matter. Chamberlain went on to say, "We are extremely excited about this. Not only are we able to show our support for Black Lives Matter, but we can also put our product's reputation on the line as we seek to provide these peaceful protesters maximum protection against sweat and odor."

And this idea might be a real hit. With all the marching, exposure to the elements, and raising of fists in the air, it certainly makes sense for women to want to smell their very best. One other cool aspect about Sure: Marxism Projection is that a portion of every purchase goes directly to Black Lives Matter, which uses ActBlue to handle their donations. And we all know that ActBlue has ties to the Democratic Party, so in essence when you buy this deodorant you are likely also supporting Joe Biden's election campaign.

"We're hoping this is a big win for everyone. Not only do we have an unprecedented opportunity to partner with and support Black Lives Matter, but we can also do our part to make sure—pun intended—Donald Trump is not reelected. So, in essence we are helping eliminate racism and Donald Trump, which are both stinking up America, all while ensuring those wearing Sure: Marxism Projection are left smelling their very best!", said Chamberlain.

Only time will tell how this marketing campaign pays off. Sure: Marxism Projection is due to hit stores next week. It will be carried exclusively at Target, who eagerly jumped at the opportunity to show their unwavering support for Black Lives Matter in hopes that their efforts would leave their stores out of the cross-hairs of the rioters and looters that have ravaging them since early June.