Unilever ploughs £13m marketing spend into new deodorant offering

Unilever is spending £13m supporting the launch of a "compressed" aerosol can across three flagship deodorant brands, Sure Woman, Dove and Vaseline Intensive.

Unilever: introduces 75ml compressed aerosol cans across three deodorant brands
Unilever: introduces 75ml compressed aerosol cans across three deodorant brands

The new 75ml cans' selling point is that they are half the size of a standard 150ml can, but contain the same amount of product with 28% less packaging.

Unilever also claims the cans result in a 25% smaller carbon footprint than the standard-sized containers.

The cans are being rolled out across Unilever's Sure Women, Dove and Vaseline Intensive range, supported by a £12.8m above-the-line marketing drive including TV.

Unilever believes its marketing activity could shake up a deodorant sector in which aerosols account for 80% of sales.

The new can sizes will initially be rolled out solely across women's products. However, should they prove successful, they will be introduced more broadly.

Unilever believes that as it is the biggest provider in the sector, it is its duty to drive innovation.

Last month, Unilever disclosed that it had achieved the milestone of hitting €50bn (£42bn) in annual sales for the first time, helped by a boost in advertising and promotional spend.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published