A truly scent-sational strategy: Clarion supports Unilever "Whole Body Deodorants" launch

Unilever’s latest deodorant innovation into the UK, as the FMCG giant introduced its ‘Whole Body’ collections for leading deodorant brands Sure and Lynx. 

To mark the launch of Unilever’s most groundbreaking deodorant innovation in years, we kicked off the campaign, running eye-catching teaser adverts across leading FMCG trade title The Grocer to highlight a ‘deo revolution’ was on the horizon. The clever team secured an exclusive interview with the title, as well as a flurry of high-profile coverage in additional retail and beauty trade publications. 

But that’s not all. The team amplified the launch with trade specific media mailers, as well as orchestrating a targeted advertising campaign to maximise awareness and visibility, including a standout front cover of The Grocer. 

It wasn’t just retail press the news was sprayed across, our clever team supported on the final part of the two-pronged approach, seeing in the huge £12.5M marketing investment for Sure. Securing coverage across marketing titles including Ad Week, Little Black Book and The Grocer, to name a few, the news went far and wide about Unilever breaking the stigma and normalising the conversation around whole body deodorant. 

Rebecca Wainwright, Managing Partner at Clarion Communications comments: “This was a truly innovative launch from Unilever, and we played a pivotal role in shaping the campaign as it landed in retail, ensuring maximum engagement and awareness through earned and paid-for media. To date, we have generated key press coverage across grocery and beauty retail media, with lots of exciting activities planned for the year ahead - watch this space!”

Personal care is just a snippet of what our Unilever team support on at Clarion, last year we secured over 550 pieces of trade coverage for the business, created over 100 stand out trade adverts and won the business eight awards for new products! 

Want to hear more or do you have a project in mind you’d like us to collaborate with you on? Get in touch with Managing Partner and Head of Growth Lynn Louca hello@clarioncomms.co.uk