Unilever is rolling out a series of in-store activity in the UK for its personal care brands as part of its official partnership with UEFA EURO 2024.
Available in-store until the end of the football tournament in July, POS activations will house Lynx, Dove, Radox and Sure products as part of a £16m marketing investment.
This includes its Radox brand launching a limited-edition product that leverages an on-pack sports partnership – Radox Football Fresh Shower Gel – Sea Salt & Lemongrass scent. A limited-edition Sure UEFA EURO 2024 ‘Fan Edition’ Shower Gel is also launching in an Aromatic Geranium scent.
In stores until August, the two SKUs are truly limited-edition offerings as only a total of 550k units are being produced across the campaign.
Radox’s Limited Edition variant ties in with the wider UEFA EURO 2024 in-store strategy to drive theatre at the point of sale for Unilever’s Personal Care range. Bespoke FSDUs, POS banners and digital adverts on online shopping sites will amplify the partnership with eight grocery and beauty retailers, across 6,000 stores. The in-store campaign will see Unilever offer consumers prizes, including tickets to the tournament and multiple cash prizes. Shoppers will need to purchase a Unilever Personal Care product, scan the QR code in-store and enter their details to take part.
In addition, a full Unilever Personal Care branded takeover will take place at Sainsbury’s Charlton Riverside on Thursday 6 June, which will showcase the official UEFA EURO trophy and allow consumers to take a photo alongside the trophy.
Chris Barron, General Manager, Personal Care UK&I, Unilever, said: “The Euros is set to be one of the biggest events of the summer, and we can already feel the momentum building as the nation is filled with excitement. As an official partner and category leader in personal care, Unilever is bringing the excitement around the tournament to life with incredible in-store POS to create ‘retailtainment’ for shoppers. This campaign drives awareness of personal care products, making them unmissable.
“To further tap into the nation’s football fever, we are bringing limited-edition packs to market with the launch of Radox Football Fresh shower gel and Sure Euros 2024 Shower gel. So there are some great opportunities to win a big-ticket prize, and even more people can join in the fun with a limited-edition pack”.
Stores that will feature the personal care UEFA EURO 2024 activations include Tesco, Sainsbury’s, Asda, Morrisons, Boots, B&M, Poundland and Home Bargains.
Radox Football Fresh 225ml Limited Edition Shower Gel will be available from July to August in Savers, Poundland, B&M and Boots Online. Sure UEFA 2024 225ml Fan Edition Shower Gel will be available from July to August exclusively in Savers.
