Rival brand Fussy trolls Mitchum with cheeky “Ditchum” campaign after roll-on batches spark irritation complaints.
Mitchum has apologised to customers after reports that some of its roll-on deodorants left users with red, irritated armpits — and rival brands are wasting no time poking fun.
The company admitted a change in its manufacturing process affected certain 100ml roll-ons sold in the UK, Ireland and South Africa.
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While the formula itself hadn’t changed, Mitchum confirmed it had since reverted to its original process and removed the faulty batches from shelves.
The products impacted include Powder Fresh, Shower Fresh, Unscented, Pure Fresh, Flower Fresh, Ice Fresh and Clean Control.
Customers affected have been urged to contact Mitchum’s customer service team.
“We’re truly sorry some of our customers have experienced temporary irritation,” a spokesperson said.
But the apology didn’t stop others from turning it into a marketing moment.
Natural deodorant company Fussy took a swipe with a billboard reading “Ditchum,” encouraging people to abandon the brand.
CEO Matt Kennedy quipped: “Maybe this is your sign to #Ditchum and switch to something better?”
The internet piled in too. One social media user joked: “Well, on the bright side, at least their new slogan writes itself… Mitchum: Feel the burn.”
Another added: “Oops, love this.”
With Mitchum scrambling to fix its itchy mistake and competitors seizing the opportunity, the deodorant aisle has suddenly become the latest battleground for brand wars.
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