From TV ads

P&G's is launching a Secret Sparkle Body Spray to counter Unilever's Axe brand, and it's doing so with a deliberately new-marketing bent. In addition to sampling and the giving away of iPods, P&G is introducing its first marketing blog, according to AdAge. Aside from the use of more efficient media, P&G may have the wind at its back by gearing its body spray to girls, in sharp contrast to Unilever's marketing, which focuses on a get-the-girl message. The creative is run out of Leo Burnett's massive Chicago office. The creative brief appears to be trying to get young girls hooked on the Secret franchise of brands in a safe, parent-acceptable way.