Mitchum anti-perspirant was in a two-year sales slide and about to be taken off the shelves at Wal-Mart and Target. Meanwhile, Old Spice dominated youth culture, Axe sexed it up, and Gillette had famous athletes. But Mitchum found a cultural insight that matches their product truth: Americans are working harder than ever. And because Mitchum has the highest active-ingredient, Mitchum is “the hardest working” antiperspirant. The idea: Mitchum would find and reward the Hardest Working Person in America. The result: sales immediately rebounded, and Mitchum is back on the shelves.