Sure launches sniffable billboard for playful deodorant campaign

Unilever’s Sure has unveiled a sniffable billboard in celebration of its Whole Body Deodorant, inviting Londoners to stop and sniff the "Bunda" and "Meatballs" on show. 

The billboard, which challenges passersby to 'handle the whiff', is part of a campaign to launch Sure Whole Body Deodorant – a UK first for the category.

Data revealed 66% of Brits use underarm deodorant on other parts of their bodies. Playing into this, the tongue-in-cheek visuals pay tribute to the unusual places that Brits can spray their deodorant using the new range. Those brave enough to have a smell will be pleasantly surprised by the smell of fragranced oils.

The 'adaptive' formula, which launched in January, was developed to stop odour at the source, eliminating fears of BO in just a few sprays or swipes.

According to the high-street favourite brand, "whether it’s your boobs, bum, balls or feet, Sure’s Whole Body Deodorant is here for all-over body odour protection". Plus, its odour adapt technology has been tried and tested by biologists and researchers to ensure it’s suitable for external use all over the body and has earned approval from the British Skin Foundation.

The aluminium free range is available in an Aerosol Spray, Glide Stick and Body Cream Lotion in four different nature-inspired scents Ocean Rush, Active Fresh, Fresh Citrus and Wild Rose. The entire range is priced at an affordable £5.25.

Alice Duffill, Senior Brand Manager UK&I at Sure, said: "The Sure research found that 67% of the UK admit to fearing B.O. as a result of sweating so we’re proud to launch a UK-first product to help Brits feel confident in their bodies. The billboard has received great engagement and we’re encouraging Brits to go down and take the smell test for themselves."

Interactive billboards are becoming increasingly popular. For example, back in December, British skincare brand The Inkey List launched a pop-up billboard, featuring a "world-first" immersive experience to celebrate its latest campaign. Here, visitors enjoyed an interactive experience by simply pressing a button to activate a tap that will release a free Hyaluronic Acid Serum (30ml).