It’s the Pitts – Scottish inspired deodorant set to take America by storm

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By a Newsnet reporter
 
A new range of deodorant inspired by the Scots language and advertised by Holywood heartthrob Brad Pitt looks set to become a marketing success.
 

By a Newsnet reporter
 
A new range of deodorant inspired by the Scots language and advertised by Holywood heartthrob Brad Pitt looks set to become a marketing success.
 
Oxter, a new deodorant for men, is the brainchild of US Designer Flora Poidslay, who came up with the idea after studying at St Andrews University.

Flora, whose mother hails from Aberdeen, claims the idea behind the name came after she fell in love with the Scots language when studying here several years ago.

In a recent interview with glam mag ‘The Edge’, the designer, who has worked for a string of top cosmetic brand names, said that she remembered many words from her student days and always dreamt of being able to incorporate the sounds into a product.

“When we won the contract to brand the new deodorant I pushed for some Scottish words I had learned.  The marketing guys thought I was mad but eventually ran with it. 

“The number one phrase that stuck out was ‘oxter’ which, according to our research people suggested images of strength and bull like matador heroism – it is the ‘ox’ at the start apparently.

“When the results came back they wouldn’t believe me when I explained what the word meant.”

The cosmetic company whose identity remains a secret have now decided that the word’s Scottish origin is a dream opportunity.

Flora explained: “This year is going to be a big year for Scottish themed produce with the Pixar movie ‘Brave’ opening this summer.

“Many companies were caught napping when Mel Gibson brought William Wallace to life in the movie Braveheart and they don’t want to be caught again.”

This year has also been designated the Creative Year of Scotland and many Scots Americans are believed to be promoting ‘brand Scotland’ informally as a result of interest in the forthcoming independence referendum.

The company behind the advertising campaign are hoping to use a mix of humour and hunk in order to appeal to the younger American market – there’s to be a light Scottish touch although exactly what remains a secret – although rumour has it Pitt will be appearing in a kilt.

Brad Pitt is believed to have jumped at the chance to lead the campaign after his experiences whilst filming zombie movie World War Zee in Glasgow last year.

The product is to be officially launched at the start of the Scotland Day celebrations in New York and billboards featuring Pitt will be displayed alongside the tagline: ‘Oxter – for great smelling Pitts’.

Oxter is of course the old Scottish word for the armpit – now you know!