UNILEVER DEODORANTS GO BIG AT TESCO TO SHOWCASE INNOVATIONS

Unilever, the UK’s number one deodorant manufacturer, and Tesco Media has unveiled installations of giant, interactive deodorant packs outside Tesco stores to raise awareness for Lynx Fine Fragrance and Sure Whole Body – a first of its kind for the personal care category.

The oversized packs wrap around digital advertising screens outside five Tesco stores (New Malden, Wokingham, Borehamwood, Peterborough and Leicester), resulting in an unmissable presence for Unilever’s deodorant innovations.

Live from 3 September until 16 September, the Lynx Fine Fragrance Cherry Spritz aerosol pack display has an in-built atomiser which releases the indulgent Cherry Spritz scent for shoppers to smell – the first retail media activation of its kind for Tesco Media and the personal care category.

Before this, a large Sure Whole Body Citrus Fresh Lotion pack towered outside the stores from 20 August – 2 September.

Hitting stores earlier this year, initial sales for Sure Whole Body have been positive, with Tesco Media reporting strong incrementality to the deodorant category of +56%.

Lynx Fine Fragrance was the number one health and beauty launch in 2024 as well as the number three overall FMCG launch3, reaching 2.2 million buyers, many of which were new to the brand. Lynx Fine Fragrance Cherry Spritz was unveiled in January as part of a range extension.

Monique Rossi, General Manager, Deodorants, Unilever UKI, said: “We know that landing our new deodorant innovations with shoppers would take a best-in-class approach to ranging, merchandising and shopper marketing, and we’ve implemented bold and impactful marketing and retailer campaigns for both Sure Whole Body and Lynx Fine Fragrance this year. So, it was only right we continue to drive innovative new activations to delight our shoppers and drive awareness of the new launches.  

“The giant Sure Whole Body packs have certainly been turning heads, and with the addition of a scent disperser alongside the Lynx Fine Fragrance packs, these immersive and engaging displays bring the element of surprise to shoppers and allow us to raise awareness for our exciting innovations. 

“The launch of Sure Whole Body is backed by a significant £12.5 investment to communicate at scale the benefits of whole-body deodorant products both in-store and OOH. A £14.6m ATL marketing campaign is also running for Lynx Fine Fragrance, headlined by a new TV creative and partnerships with culturally relevant social media influencers.”

Stacy Gratz, Sales and Marketing Director, Tesco Media, said: “We’re delighted to have worked with Unilever to come up with this innovative retail media-first campaign, which features an exclusive in-built atomiser concept to mark the launch of Lynx Fine Fragrance Cherry Spritz. This concept was a great example of how we can add value to the customer journey through retail media enabling brands to create enjoyable and impactful moments. Working closely with our OOH partners JCDecaux, we brought the campaign to life with striking giant packs, just one element of a comprehensive retail media strategy for Sure Whole Body and Lynx Fine Fragrance. Through bold creative and market-leading innovation we helped Unilever to continue to reinforce its position as the UK’s number one deodorant manufacturer, responding to evolving consumer needs with impact and imagination.”

Source: Unilever

  Advertising, Campaign, Lynx, Marketing, OOH, Sure, Tesco, Tesco Media, UK, Unilever