Unilever has unveiled a new £12.5m campaign for its Sure Whole Body Deodorant range, challenging the assumption that most body odour comes from people’s armpits.
The campaign lists all the different parts of the body that may also produce a smell in an attempt to normalise conversations about body odour.
Devised by creative agency AMV BBDO, the marketing drive will appear across TV and social media. It will also air in cinemas from April.
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Monique Rossi, general manager, of deodorants, at Unilever UK&I, 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 investing 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 spot shows a shopper reaching for Sure Whole Body Deodorant in a busy supermarket aisle. The ad then features a cast of characters applying the deodorant to various parts of their body. It is soundtracked by Marie Davidson’s ‘Work It’.
The marketing drive will be supported by out-of-home advertising including billboards, as well as in-store shopper activities.
Media was handled by Wavemaker.
