Inside Native Deodorant’s First Ad Campaign, Which Celebrates Saying ‘No’ to the Bad Stuff

The natural products get a bold, upbeat introduction in a new 30-second TV spot

Still from Native's first TV ad
Native's first TV spot shows the word 'no' in a positive light—no parabens, no aluminum and no harmful ingredients. Native

In its first broad base marketing campaign, Native Cosmetics is looking to move beyond cult status and into the mainstream, positioning its aluminum- and paraben-free deodorant as something that works for everyone.

@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.