A SCENT-SATIONAL TRADE LAUNCH FOR UNILEVER’S WHOLE BODY DEOS.
The challenge: Launch a brand new ‘whole body’ category within the UK deodorant market.
Driving trade decision-maker adoption for the new range meant demonstrating clear incremental sales opportunities. We teamed this with a ‘Grocer-first’ strategy, directly targeting major multiples – a key point of purchase for deodorants.
Clever Work. Works.
56%
Increased deo incrementality
17m
Reach
3k
Retail peers reached
CLEVER WORKS.
We began with a teaser campaign, designed to generate retailer buzz. Strategic media amplification included an exclusive Grocer interview, which yielded extensive editorial
coverage, including a DailyBread article – one of The Grocer’s 10 most popular articles during launch week.
Alongside a prominent front cover, targeted advertisements, and a comprehensive media mailer, we ensured both Sure and Lynx NPDs had an unmissable presence.
Beyond media, we fostered direct retailer engagement through experiential activity at Barcode Festival, a pivotal event in the grocery retail calendar.
