Unilever: Sure Whole-Body Deodorant

Sure wanted to shake up the personal care space – launching a bold new product into the Irish market: Sure Whole-Body Deodorant. Tackling the very real Fear of Body Odour (F.O.B.O) head-on, the campaign wasn’t just about launching a product, but sparking a new conversation. One that encourages people to stop hiding from sweat, and start embracing freshness – everywhere.

Sure needed a disruptive idea that would challenge social norms and get people talking. Honing in on real consumers insights: body odour stigma still holds people back, despite endless hacks. By flipping the script, we aimed to end the stigma once and for all.

OOH was the perfect platform to create talkability at scale and reach people where they’re most on-the-go. Our strategy combined high-impact visibility with sensory engagement to make the launch truly unmissable.

On April 3rd, we partnered up with Mindshare, Headcase and Micromedia to takeover Lincoln Place with a one-day OOH stunt that turned heads and started conversations. At the heart of the activation was a scented ‘peel to reveal’ special where passers-by were invited to pull back the layers (literally) and take a whiff of the new Whole-Body Deodorant range. Bold, cheeky messages like “Smell this Booty” and “Smell these Meatballs” brought humour and confidence to the forefront, while our Whole-Body crew, dressed in all-white boiler suits kept the energy high and handed out full-size samples to curious commuters.

The campaign was supporting by a wider OOH rollout, with additional waves planned in the coming weeks.

This campaign was planned and bought by Posterplan.