British consumer goods conglomerate Unilever has unveiled installations of giant, interactive deodorant packs outside Tesco stores to raise awareness of new Lynx and Sure ranges.

The large-than life out-of-home installation will showcase the new Lynx Fine Fragrance and Sure Whole Body ranges, featuring oversized packs wrapped around digital screens.

“The launch of Sure Whole Body is backed by a significant £12.5 investment to communicate at scale the benefits of whole-body deodorant products both in-store and OOH,” said Monique Rossi, GM of deodorants at Unilever UK and Ireland.

“A £14.6m ATL marketing campaign is also running for Lynx Fine Fragrance, headlined by a new TV creative and partnerships with culturally relevant social media influencers.”

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Live from 3 September until 16 September, the Lynx Fine Fragrance Cherry Spritz aerosol pack display has an in-built atomiser which releases its scent for shoppers to smell – the first retail media activation of its kind for Tesco Media.

Stacy Gratz, sales and marketing director at Tesco Media added: “Working closely with our OOH partners JCDecaux, we brought the campaign to life with striking giant packs, just one element of a comprehensive retail media strategy for Sure Whole Body and Lynx Fine Fragrance.

“Through bold creative and market-leading innovation we helped Unilever to continue to reinforce its position as the UK’s number one deodorant manufacturer, responding to evolving consumer needs with impact and imagination.”