Mammoth Unmasks Truth About B.O. With Fresh Take on Men’s Deodorant

Mammoth Brands expanded its agency roster last year to support its growing portfolio, bringing on MIRIMAR to launch a brand platform for Flamingo. As part of their multi-year partnership, Mammoth partnered with MIRIMAR once again to develop a bold new brand platform for Mando, its men’s deodorant brand.

For decades, men settled for a category that rewarded inertia, not innovation—piling on scents to mask body odour in an endless cycle. Layer on top of that really generic and formulaic deodorant advertising. But our research revealed that men were ready for something better: a real solution, not just a cover-up.

The new brand platform ‘Don’t Mask It, Mando It’ puts problem-solving front and centre—promising to fix, not just cover up, body odour. Powered by mandelic acid to target bacteria, Mando addresses the source of odour and gives men confidence that it’s handled for good. The work speaks to men dissatisfied with their deodorant options, who want something that really works rather than simply keeps up the cycle of masking and avoidance.

The campaign directed by Jasper Cable Alexander from DROOL Productions spotlights Mando’s anti-hero. He’s the kind of guy who patches things up on the surface but never truly confronts the issue, letting B.O. linger a bit longer than he should, just trying to get by. Enter Mando Man: a hard-working hero who doesn’t settle for cover-ups or half-measures. Through their interactions, our anti-hero comes to see there’s another way—choosing to face problems head on, using the right tool for the job, and tackling life without compromise.

At every touchpoint, the ‘Don’t Mask It, Mando It’ platform transforms product benefits into authentic storytelling. The campaign’s anthem, performed by an up-and-coming folk music artist, doubles as both soundtrack and a central storytelling device, blending music and marketing to reinforce what sets Mando apart. Social, OOH and digital content extend the idea, celebrating real moments of sweat, work, and pride—built in collaboration with the Mando community and designed to disrupt the category with a new voice.

"We created Mando for men who want to solve the real problem, not just cover it up. With this campaign, we’re celebrating guys who fix—not mask—whatever life throws at them. It’s time to expect more from your deodorant," said Amy Calhoun Robb, CMO, Lume & Mando.

"Men masking their issues is an extremely fun tension to play off. Even more so when you do it in the form of a deeply emotional country music song. And with a product solution that genuinely works," added Nick Morrissey, executive creative director and partner at MIRIMAR.

"From day one, the Mirimar team led with creativity, and that spirit carried through as we built this weird, funny little world together. We treated it like a short film, shooting on film, building characters, and layering in tiny details - from the caravan’s random trinkets to a bizarre chihuahua obsession - that brought it all to life. If nothing else, I’ve learned to always keep my armpits clean and fresh, because I’ve seen what happens when you don’t,” said Jasper Cable Alexander, director, DROOL Productions.