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
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.Follow @johnreynolds10
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...