Secret's Anti-Bullying Messages Are a Hit

Procter & Gamble's Secret deodorant is encouraging an end to "girl-to-girl meanness" with its "Mean Stinks" campaign. The brand created a Facebook page that has accrued more than 230,000 "likes" and has partnered with Amber Riley (Mercedes on the TV show Glee) to create this video:

The anti-bullying campaign seems to resonate with people and correlates with increased sales for Secret.

Discussion Starters:

• To what do you attribute the success of this campaign? In other words, why do you think this was successful?
• Compare this campaign to Old Spice's social media blitz. What parallels do you see, and where do you think Secret fell short? (This Old Spice video garnered almost 35 million views.)