Unilever has unveiled a multimillion-pound campaign for its recently launched Sure Whole Body Deo.
The push’s central TV advert challenged “the assumption that most body odour comes from armpits”, said Unilever. It features a diverse cast of characters applying Sure deodorant to various parts of their bodies, as slang terms for feet, thighs, breasts, buttocks and testicles adorn the screen.
The scenes unfold to the Soulwax remix of Work It by Marie Davidson.
The light-hearted ad is now live across TV and social in 60-second, 30-second and 15-second edits. It will be supported by OOH, including billboards, and cinema ads will appear in April.
“We’re breaking the mould with this campaign, which is a deliberate departure from the predictable deodorant adverts,” said Monique Rossi, Unilever GM for deodorants. “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.”
Sure Whole Body Deo and Sure Men Whole Body Deo debuted in January as part of a 12-strong lineup of Uniever deodorants suitable for intimate and sensitive areas of the body. Also, featuring Lynx options, the lineup is formulated to provide 72-hour freshness while being kind to skin in such areas as “boobs, feet and beyond”.
The deodorants are free from alcohol and aluminium and are accredited by the British Skin Foundation. They use a proprietary technology called Odour Adapt, which promises to adjust to varying odours from different body parts.
“We see this as a highly incremental opportunity for retailers and remain committed to invest in the category and marketing support for our brands,” Rossi added. “We’re confident our whole body deodorants are going to be a game-changer in the personal care aisles.”
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