The "Not Done Yet" campaign by Sure, launched in the UK in April 2022, serves as a strategic move to introduce and support the brand’s new Nonstop Protection range. As the UK’s market-leading antiperspirant and deodorant, Sure aims to reinforce its position by emphasizing endurance and reliability—key consumer values in the personal care category. The brand proposition centers on offering prolonged protection that aligns with the active, dynamic lifestyles of its consumers, communicating that with Sure, individuals can confidently continue their day without compromise, reflecting resilience and persistence.
From a market strategy perspective, the campaign leverages the insight that modern consumers seek products that keep up with their demanding routines. The creative angle, encapsulated by the phrase "Not Done Yet," connects with a mindset of ongoing effort and determination, appealing to consumers who view their day as a series of challenges to be met with confidence. By positioning the product as a dependable companion for those who are constantly on the move, the campaign targets an audience that values endurance both physically and mentally. The integrated approach, rolling out globally across multiple key regions throughout the year, suggests a cohesive narrative aiming to create a unified brand identity addressing universal themes of persistence. This strategy not only supports the product launch but also strengthens Sure’s broader brand message by tapping into culturally resonant notions of tenacity and self-assurance within the beauty and personal accessories market.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
The campaign title "Not Done Yet," together with Sure’s positioning as an antiperspirant empowering people to keep going, strongly suggests the creative lever here is relatable and aspirational user imagery. Instead of an overt narrative arc or demonstration, the focus is likely on portraying real or stylized individuals who embody persistence, resilience, or confidence—attributes the brand wants to associate with its users. The global platform and beauty industry context also point to representing everyday or aspirational users who reflect the campaign’s ethos, encouraging target audiences to see themselves in these empowered profiles.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Dove – Market Positioning
Dove positions itself as a brand focused on real beauty and self-care, emphasizing gentle, moisturizing formulas that promote skin health while providing effective protection. It leverages a strong emotional connection through inclusive advertising and campaigns promoting body positivity, targeting consumers who value both efficacy and skin-friendly ingredients.
2. Nivea – Market Positioning
Nivea differentiates itself with a longstanding heritage of skincare expertise, offering reliable, dermatologist-approved products that balance effective protection with nourishing care. It targets a broad demographic seeking trusted, everyday skincare solutions, emphasizing gentle formulations and family-friendly appeal.
3. Lynx (Axe in international markets) – Market Positioning
Lynx captures the younger male demographic by focusing on bold, edgy branding combined with strong fragrance and confidence-boosting messaging. Its marketing emphasizes attraction and social appeal, positioning the brand as a go-to deodorant for youthful self-expression and social success.
4. Adidas – Market Positioning
Adidas deodorants are positioned at the intersection of sport and lifestyle, appealing to active, fitness-oriented consumers. The brand highlights long-lasting protection suitable for intense physical activity, aligning with Adidas’s broader athletic brand image and performance-driven resources.
5. Mitchum – Market Positioning
Mitchum focuses on high-performance antiperspirant formulas designed to deliver superior sweat and odor protection for heavy sweaters. It appeals to consumers prioritizing efficacy and endurance in challenging conditions, positioning itself as a reliable and tough solution in the personal care market.
Q: What is Sure Not Done Yet about?
A: Sure Not Done Yet is an integrated campaign launched in April 2022 in the United Kingdom by AMV BBDO for Sure, the UK’s leading antiperspirant and deodorant brand. The campaign supports the introduction of Sure’s new Nonstop Protection range and emphasizes endurance, resilience, and determination. It positions Sure as a dependable companion for active, dynamic consumers who face demanding routines and challenges throughout their day. The campaign debuted in the US before rolling out globally across North and South America, Europe, and Southeast Asia by the end of the year, reinforcing Sure’s market leadership in personal care.
Q: What creative device does Sure Not Done Yet use?
A: Sure Not Done Yet employs the creative format classified by Clapboard as FORMAT#10 ASSOCIATED USER IMAGERY, which focuses on portraying relatable or aspirational user profiles. This technique highlights individuals who embody persistence, resilience, and confidence, aligning with the campaign’s message of ongoing effort and determination. Instead of relying on a traditional narrative or product demonstration, the campaign uses stylized or real-life imagery of empowered users to connect emotionally with the audience and encourage them to see themselves as part of the brand’s ethos.
Q: What is the campaign proposition for Sure Not Done Yet?
A: The campaign proposition for Sure Not Done Yet centers on offering prolonged protection that matches the active, demanding lifestyles of its consumers. Sure communicates that with its Nonstop Protection range, individuals can confidently continue their day without compromise, reflecting resilience and persistence. The campaign targets consumers who value endurance both physically and mentally, positioning the product as a reliable ally for those constantly on the move. This strategic positioning strengthens Sure’s broader brand message by tapping into universal themes of tenacity and self-assurance within the beauty and personal accessories market.
Q: How does Sure Not Done Yet rank in Clapboard's archive?
A: Sure Not Done Yet holds a Clapboard Campaign Score of 60/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial authority.
Q: Who are the competitors in Sure's category?
A: Sure competes with brands such as Dove, which focuses on real beauty and self-care through gentle, moisturizing formulas and inclusive advertising promoting body positivity. Nivea offers reliable, dermatologist-approved products with a heritage of skincare expertise, appealing to consumers seeking everyday trusted solutions. Lynx targets younger males with bold, edgy branding and confidence-boosting messaging centered on social appeal. Adidas deodorants align with sport and lifestyle, emphasizing long-lasting protection for fitness-oriented consumers. Mitchum positions itself as a high-performance antiperspirant brand catering to heavy sweaters who prioritize efficacy and endurance in challenging conditions.
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