Unilever is investing £3m in a World Cup-themed launch for the new Sport Defence variant in its SureMen antiperspirant range.

Starting in May, the campaign will be linked to the World Cup via an on-pack promotion across the 250ml range, giving consumers the chance to enter a sweepstake and win cash prizes. It will also be promoted through TV and outdoor ads.

The Sport Defence line, which comprises 250ml and 150ml antiperspirant aerosols (rsp: £2.99 and £2.29) and 50ml roll-on deodorant (rsp: £1.69), comes in a gold canister to "resonate with fans of the 2010 World Cup".

"The World Cup is a key event for our target consumer," added SureMen brand manager David Sandall.