What kind of person buys natural toothpaste and deodorant?

I thought about that question a lot as Creative Director on Tom’s of Maine, carefully studying shopper personas. We needed to grab the attention of people who were ready to be tipped toward natural solutions.

And the, “Why I switched” campaign was born.

We found real Tom’s converts in our area, and let them tell their own stories. Getting normal people to chat about deodorant in front of a camera crew is actually very unnatural. My people skills came into play, helping them laugh and loosen up.

While working on the brand I received many free, high-quality Tom’s samples and confirmed my need for harmful chemicals.