Camp Confidence
at the Kroger Wellness Festival
An experiential launch of Unilever's Scents of Confidence deodorant campaign. The campaign was created to support Kroger's sale of deodorant by closing the bridge between personal care and self-confidence in teens and tweens.
The program was developed in partnership with Art Director, Sarah Hall. (Creative Director: Jacqueline McCabe)
2022
2023 Gold/Bronze REGGIE® Award winner (Shopper, Commerce, Retailer Specific or Omnichannel Marketing/Age-Targeted Marketing)
2023 Bronze Effie Award winner (Multi-Brand Shopper Solution, Omni-Channel Shopper Solution)
How It Came To Life
Script: Loren Parker & Kristen Ligouri
The Concept
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The Assignment
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The Big Idea
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The Flow
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Camper Activity #1 Look & Feel
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Camper Activity #2 Look & Feel
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Camper Activity #3 Look & Feel
The Content
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![The Creator]()
Deo for the Creators; keep them inspired.
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![The Activist]()
The Activist; keep them motivated.
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![The Mover]()
The Mover; keep them feeling fresh.
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![Influencer Partnerships]()
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.
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![Kroger Landing page pt. 1]()
Kroger x Scents of Confidence landing page for The Creator. Marketing by personality rather than gender; a first-of-its-kind targeting strategy.
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![Kroger Landing Page pt. 2]()
Kroger x Scents of Confidence landing page featuring tips for starting BO conversations with teens and tweens.
The Results
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![Scents of Confidence; REGGIE Award Winner]()
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.
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![Kroger Wellness Fest: Camp Confidence]()
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.
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![Camp Confidence Activity]()
To inspire confidence in young shoppers, campers had the opportunity to create custom, motivational jewelry to show off their personality at Camp Confidence.
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![Campers Spending Time at Camp Confidence]()
Campers navigating self confidence and care with the help of Camp Confidence activities.
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![The Camp Confidence Creative Team]()
The Arc Worldwide, Camp Confidence team managing the experience.
