From Dry January to Year-Round Confidence: Degree Expands #No5Sweat Campaign
Digital creator and comedian Joe Santagato returns to partner with Degree, stepping into the brand’s latest #No5Sweat campaign as part of its expanding “No Sweat Crew.”
Building on his previous involvement in Degree’s Dry January activation, Santagato now appears in a high-energy, creator-led campaign that reframes sweat, not as a problem but as an everyday reality across multiple aspects of life.
Breaking Down the “5 Sweats”
At the heart of #No5Sweat is a simple but relatable insight: sweat is not only generated by exercise. The campaign spotlights different types of sweat, each represented by a different creator:
- Motion sweat on the basketball court
- Heat sweat in fast-paced kitchen scenarios
- Thrill sweat preparing for a date
- Pressure sweat facing the camera or high-stress situations
Santagato embodies pressure sweat, appearing in a studio setup where he addresses the nerves and intensity of being on camera, a scenario familiar to his millions of followers. His presence reinforces the campaign’s message that sweat arises from everyday performance pressures, not just physical activity.
A Creator-Led “No Sweat Crew”
Degree’s campaign features a diverse lineup of creators, including lifestyle influencer Leah Kateb, forming the “No Sweat Crew.” Each creator reflects a distinct lifestyle and type of sweat, from fitness and cooking to beauty and social situations.
This collective approach allows Degree to connect with a broad audience while keeping content authentic and relatable. Social-first storytelling such as selfies, casual filming, and direct-to-camera moments mirrors the way creators naturally engage with their followers, moving beyond traditional advertising formats.
Degree’s Clinical Protection range is highlighted as the solution for “5x protection” against sweat and odour. Lifestyle-driven backdrops, from bathroom routines to on-the-go moments, reinforce the product’s relevance across all five sweat scenarios. By directly linking relatable situations with the brand’s performance benefits, Degree strengthens consumer trust and reinforces its high-performance positioning.
Evolving the Partnership
Following his successful involvement in Degree’s Dry January activation, Santagato’s return feels natural. During the Dry January campaign, he helped shift the focus from alcohol abstinence to staying dry under pressure, blending humour with relatable experiences. That approach made him an ideal voice for the brand, and his signature comedic style continues to resonate with audiences facing everyday sweat-inducing situations.
Santagato’s continued collaboration with Degree reflects a shift toward longer-term, story-driven partnerships. Rather than a one-off campaign, his involvement spans multiple activations, adding familiarity and authenticity to the brand’s messaging.
With #No5Sweat, Degree extends its platform beyond seasonal campaigns into an always-on approach that blends humour, relatability, and real-life pressure points. Santagato’s return is a logical evolution from Dry January, demonstrating how creators can grow with a brand while helping communicate its year-round messaging. With creators like him leading the No Sweat Crew, the message is clear: sweat happens everywhere, but with the right protection, it does not have to hold you back.