Sure, the number one deodorant brand in the UK, is launching its 72hr Nonstop Protection technology into Roll On formats and has added two new scents to its existing female and male 72hr aerosol range – Sure Nonstop Freesia & Waterlily and Sure Men Nonstop Sensitive.
Part of the second phase of Unilever’s three-year long strategy to drive value and growth back into the deodorants category, the innovations will further encourage trade-up and work alongside Unilever’s good-better-best merchandising principles in-store. The expansion of the technology into Roll On formats and new scents also provides more shoppers with the chance to experience Unilever’s 72hr protection against sweat and odour, which took over a decade to develop.
Introducing the 72hr motionsense technology across all Roll Ons will also allow shoppers to access the new technology whilst sticking to their preferred format. The technology provides two times stronger sweat and odour protection than its existing 48hr variant, and keeps working when other deodorants let shoppers down.
The addition of Sure Nonstop Protection Freesia & Waterlily taps into the 23% of females who see fragrance as a top consideration when choosing antiperspirant. With 27% of male shoppers looking for products that do not irritate their skin, Sure Men Nonstop Protection Sensitive offers a deodorant to tackle this issue.
The expansion of Sure Nonstop Protection 72hrs into roll-on format follows the successful launch of the technology into aerosol last year, which delivered £8.7M sales value to the category, bringing much needed growth. Since its launch last year, Sure Nonstop Protection has also clearly addressed the need for protection and resonated with shoppers, as 31% of Total Sure Aerosol Value Sales are now going through the Nonstop range, and this is growing on a monthly basis. Trials have further proven that shopper satisfaction is high, with 72% of ‘movers’ trialled across the UK agreeing that the antiperspirant gave them the best sweat protection ever, whilst stating that it was worth paying more for.
In line with Unilever’s commitments to sustainability, the Roll On packs are made with 20% less plastic, due to their enhanced shape. What’s more, the antiperspirant can is made with infinitely recyclable aluminium and assembled in a factory using 100% renewable grid electricity.
A £5 million marketing campaign will also support the launches, with a ATL campaign running from May to September across both male and female portfolios. The campaign will cover TV, BVOD and social media including META, Twitter, Tik Tok and YouTube. An exciting new influencer campaign runs from April and will feature celebrities including Joshua Patterson, Lucy Mecklenburgh, Perri Kiely and Reece Parkinson to further bolster Sure’s brand awareness.
Sure Nonstop Protection Roll On formats, Sure Nonstop Freesia & Waterlily 250ml and Sure Men Nonstop Sensitive 250ml are available now across grocery, health & beauty including online channels now.
