Unilever has launched a multi-million-pound new campaign to promote the launch of its Sure Whole Body Deodorant range.
Breaking convention with typical deodorant advertising, the TV advert challenges the assumption that most body odour comes from people’s armpits by listing all the different parts of the body that might also smell. Packed with nicknames for various body parts, the advert attempts to normalise the conversation around body odour.
The 60, 30, and 15 second adverts are rolling out across TV and social, with cinema ads going live from April. The campaign will be supported by out-of-home advertising, including billboards.
Monique Rossi, General Manager, Deodorants, Unilever UKI, said: “We’re breaking the mould with this campaign, which is a deliberate departure from the predictable deodorant adverts. By pushing beyond underarm care, we’re addressing broader consumer concerns to give people odour protection wherever they need it and driving awareness that only a small percentage of sweat comes from underarms.
“We see this as a highly incremental opportunity for retailers and remain committed to invest in the category and marketing support for our brands. We’re confident our whole body deodorants are going to be a game-changer in the personal care aisles.”
The launch has been elevated by in-store shopper marketing activities, including POS, store takeovers and experiential activations.
The Sure Whole Body deodorant range started rolling out in January. Sure Whole Body Deodorant is available in two female (Fresh Citrus and Wild Rose) and two male (Ocean Rush and Active Fresh) scents. Three formats have been developed for the Sure range – spray, stick and cream – to suit different areas of the body and application preferences.
