Unilever’s Sure deodorant brand is launching its 72hr Nonstop Protection technology in Roll On formats. It has also added two new scents to its existing female and male aerosol range – Sure Nonstop Freesia & Waterlily and Sure Men Nonstop Sensitive.
Part of the second phase of Unilever’s three-year-long strategy to drive value and growth back into the deodorants category, the innovations aim to encourage trade-up and work alongside Unilever’s good-better-best merchandising principles in-store.
Introducing the 72hr motion sense technology across all Roll Ons will also allow shoppers to access the new technology whilst sticking to their preferred format. The technology is claimed to provide two times stronger sweat and odour protection than its existing 48hr variant.
Meanwhile, the addition of Sure Nonstop Protection Freesia & Waterlily taps into the 23% of females who see fragrance as a top consideration when choosing an antiperspirant. With 27% of male shoppers looking for products that do not irritate their skin, Sure Men Nonstop Protection Sensitive offers a deodorant to tackle this issue.
The expansion of Sure Nonstop Protection 72hrs into roll-on format follows the launch of the technology into aerosol last year, which delivered £8.7m sales value to the category.
In line with Unilever’s commitments to sustainability, the Roll On packs are made with 20% less plastic, due to their shape. What’s more, the antiperspirant can is made with infinitely recyclable aluminium and assembled in a factory using renewable grid electricity.
A £5m marketing campaign will also support the launches, with an ATL campaign running until September across both male and female portfolios. The campaign will cover TV, BVOD and social media, including META, Twitter, Tik Tok and YouTube. A new influencer campaign will feature celebrities including Joshua Patterson, Lucy Mecklenburgh, Perri Kiely and Reece Parkinson to further bolster Sure’s brand awareness.
Sure Nonstop Protection Roll On formats (RRP £2), Sure Nonstop Freesia & Waterlily 250ml, and Sure Men Nonstop Sensitive 250ml (RRP £3) are rolling out across grocery and health & beauty retailers.
NAM Implications:
- Unilever appears to be raising the bar in this category…
- Time for rivals to reassess their relative competitive appeal?
- And adjust accordingly?
