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Unilever ties with Metro for one-off marketing partnership

Unilever is partnering with Metro in a marketing offensive that will feature the publication of a 24-page, Unilever-branded mini edition of the free title.

Metro: partners with Unilever for branded mini edition of the free title

Metro: partners with Unilever for branded mini edition of the free title

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The mini edition will be distributed across the UK on Monday 11 February, along with 300,000 copies of the Metro paper.

Unilever is using the commercial tie-up to promote its "compressed" aerosol can across its three flagship deodorant brands, Sure Woman, Dove and Vaseline Intensive.

The 24-page mini edition will feature an in-paper advertorial promoting the environmental benefits of compressed deodorants, as well as a feature focusing on the rise of green consumer products and product innovation.

Metro has undertaken similar tie-ups before with Aero and Red Bull. However, this marks the first time it has entered such a deal with Unilever.

While this is a one-off partnership between Unilever and Metro, it is thought that there could be similar such projects in the future.

Earlier this month, Unilever unveiled that it was spending £13m supporting the launch of a "compressed" aerosol can across the three deodorant brands.

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