Objective: Unilever brand Degree is tapping into the youth market with Degree Girl, its first antiperspirant and deodorant aimed specifically at girls 12 or older. With studies showing that girls are entering puberty at earlier ages, the campaign's goal is to provide a product that teens and their parents can relate to, Heather Mitchell, spokeswoman for Unilever, said via e-mail.

Idea: The ongoing campaign selected Ashley Tisdale, teen star of Disney's High School Musical, to represent the product launch. ...