Out of Home (OOH) media agency Posterplan, in collaboration with Mindshare has partnered with the Unilever-owned deodorant Sure to “spark a revolution in personal care and drop a brand-new whole body deodorant category into the Irish market.”
Tapping into FOBO (fear of body odour) zeitgeist, the campaign aims to destigmatize the smells that emanate not just from one’s armpits but from the rest of the body too. And of course the people at Unilever have you covered with its Sure Whole-Body Deodorant.
To kick things off, Posterplan took over Lincoln Place adjacent to Trinity College in Dublin with an interactive “peel to reveal” poster. Behind it, cheeky messages like “Smell this Booty”, and “Smell these Meatballs” were revealed to passers-by who were urged to try out the new deodorant first hand.
The “No More F.O.B.O. campaign is amplified through a broader OOH strategy, combining large-format roadside digital to drive awareness with retail digital screens to guide consumers in-store, with additional waves set to roll out in the coming weeks.
“With this launch campaign, we didn’t want to introduce a new product – we wanted to shake up the personal care category in a way that couldn’t be ignored,” says Jenny King, marketing brand lead, beauty & personal care, Unilever.
“Being disruptive was key, and OOH gave us the perfect platform to spark conversations and put an end to F.O.B.O. once and for all. Sure Whole-Body Deodorant is here to give people the confidence to stay fresh – our new range is designed for all body parts, keeping people smelling great all day long.”
“The minute we saw this brief, we knew it was going to be a fun one to bring to life,” says Suzan Murtagh, business director, Posterplan.
“We kicked off a revolution in personal care, getting people talking about ALL the sweaty bits. The interactive OOH special got the product under noses and sparked conversations that are long overdue. Working with the teams at Mindshare, Sure, Headcase and Micromedia has been a blast.
“In today’s crowded media landscape, capturing audience attention is crucial,” adds Áine Duffy, account director, Mindshare.
“With Sure’s ‘No More F.O.B.O.’ campaign we needed to spark curiosity and conversation. The interactive billboard was designed to be shareable and memorable, ensuring that Sure’s message resonates with consumers long after they’ve walked past the ad.”
