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Unilever, the number one deodorant manufacture, has launched a significant multi-million-pound new campaign to promote the launch of its innovative Sure Whole Body Deodorant range.

Breaking convention with typical deodorant advertising, the TV advert challenges the assumption that most body odour comes from people’s armpits, by listing all the different parts of the body that might also smell. Packed with often humorous nicknames for various body parts, the visually striking advert attempts to normalise the conversation around body odour.

The dynamic, music video style advert is a contemporary approach to personal care marketing, enabling Sure to resonate with a new and wider demographic.

The 60, 30, and 15 second adverts are now live across TV and social, with cinema ads going live from April. The advert opens in a bustling supermarket aisle where a shopper’s hand reaches for the new Sure Whole Body Deodorant. The creative goes on to feature a diverse cast of characters confidently applying deodorant to various parts of their bodies. The vibrant scenes unfold to a remix of the Soulwax track “Work It” by Marie Davidson, perfectly syncing the energy of the music with the campaign’s lively tone.

The campaign will be supported by high impact out-of-home advertising, including billboards.

Monique Rossi, general manager, Deodorants, Unilever UKI, said “We’re breaking the mould with this campaign which is a deliberate departure from the predictable deodorant adverts. By pushing beyond underarm care, we’re addressing broader consumer concerns to give people odour protection wherever they need it and driving awareness that only a small percentage of sweat comes from underarms. We see this as a highly incremental opportunity for retailers and remain committed to invest in the category and marketing support for our brands. We’re confident our whole body deodorants are going to be a game-changer in the personal care aisles.”

The launch has been elevated by an extensive in-store presence, with shopper marketing activities to make the launch unmissable, including POS, store takeovers and experiential activations.

Sure Whole Body deodorant range became available in January 2025. Sure Whole Body Deodorant is available in two female (Fresh Citrus and Wild Rose) and two male (Ocean Rush and Active Fresh) scents. Three formats have been developed for the Sure range - spray, stick and cream - to suit different areas of the body and application preferences. Sure utilises Odour Adapt Technology™, developed exclusively for Unilever and are gentle on the skin, alcohol free and accredited by the British Skin Foundation.