Sport, style, spray: Unilever’s dynamic aerosol packaging strategy lifts deodorant performance
By blending bold, sport inspired aerosol designs with high profile partnerships, Unilever turns stadium worthy packaging into a daily reminder of performance, confidence and inclusivity for millions of personal care consumers.
Unilever is using its Sure and Dove aerosol formats as visible badges of fandom, designing packs that feel at home in locker rooms, gyms and stadium seats while still sitting proudly on bathroom shelves. Sport linked graphics, team colours and limited tournament editions help cans stand out at crowded retail fixtures, reinforcing a high-performance, long-lasting protection story every time consumers reach for a spray.
“These are the magic touchpoints,” said Barron. “Combining large-scale visibility with genuine grassroots involvement strengthens long-term loyalty. There’s both a long-term journey and a short-term shift. We’re focused on creating Desire at Scale through culture and social-first creativity. Each partnership helps brands show up in meaningful cultural moments. This drives growth through connection, participation and community, step by step.“
