With national availability at Target and other major retailers, American Provenance had already established itself as a leader in the natural deodorant industry when Y’all was brought into the fold to refine their messaging and develop a new campaign to accompany new packaging and product lines rolling out.

Our research brought us to what ended up becoming the ultimate differentiator for American Provenance. All of the other natural deodorant brands aimed at men were committed to assigning what masculinity looks like. Either their product was only for men who were traditionally masculine, or their product was critical to “feeling like a man.” American Provenance’s audience didn’t need their deodorant to tell them about their masculinity– they don’t need to prove anything and don’t subscribe to what is defined by others as masculine.

Y’all created the tagline, Made For Your Everyday, and an accompanying campaign that highlighted that no matter what your Everday looks like, American Provenance is the natural deodorant for you. Whether you’re a lumberjack, a small business owner, or a stay-at-home Dad, American Provenance is made for you.