Deoleen deodorant has no smell of its own to clash with your other perfumes. Building on this USP, we build a TV, poster and ad campaign based around the fact that some of the most useful products are the things we hardly notice. Like paper clips and drawing pins. They just work brilliantly in the background so we can get on with our lives. We created the name and the branding and went from zero to hero by capturing an 11% market share in Holland.