- Unilever’s Personal Care portfolio unveils nationwide campaign as part of £16m marketing spend.
- Activations will champion Lynx, Dove, Radox and Sure and tap into the nation’s love of football.
- Radox and Sure announce launch of limited-edition shower gels.
Unilever is unveiling a nationwide series of in-store activity as part of its official partnership with UEFA EURO 2024™ for its four personal care brands to capitalise on the unique sales opportunity the major tournament brings.
Available in store until the end of the tournament in July, POS activations will house Lynx, Dove, Radox and Sure products as part of a £16 million marketing investment.
Amongst this, Radox is launching its first limited-edition product that leverages an on-pack sports partnership – Radox Football Fresh Shower Gel – Sea Salt & Lemongrass scent. A limited-edition Sure UEFA EURO 2024™ ‘Fan Edition’ Shower Gel is also launching in an Aromatic Geranium scent.
In stores until August, these two SKUs are truly limited-edition offerings as only a total of 550k units are being produced across the campaign. This exclusive launch is set to drive excitement to the skin cleansing category in the build up to, and during the UEFA EURO 2024™, as well as engaging with a new customer base who already have an established interest the UK’s most popular sport[1].
Radox’s Limited Edition variant ties in with the wider UEFA EURO 2024™ in-store strategy to drive theatre at the point of sale for Unilever’s Personal Care range. Bespoke FSDUs, POS banners and digital adverts on online shopping sites will amplify the partnership with eight grocery and beauty retailers, across 6,000 stores. The in-store campaign will see Unilever offer consumers money-can’t-buy prizes, including tickets to UEFA EURO 2024™ as well as multiple cash prizes. Shoppers will need to purchase a Unilever Personal Care product, scan the QR code in-store and enter their details to take part.
In addition to this, a full Unilever Personal Care branded takeover will take place at Sainsbury’s Charlton Riverside on Thursday 6 June (10am and 4pm), which will showcase the official UEFA EURO trophy and allow consumers to take a photo alongside the trophy.
There is a huge demand for activity around big sporting events with 74% of consumers agreeing that when the UEFA EURO 2024™ takes place, it is a truly special and exciting time of the year[2]. In addition, 71% of football fans want brands to engage with the positivity of football and the passion brought to light by the tournament[3], something the Unilever Personal Care team will bring to life through this campaign.
Chris Barron, General Manager, Personal Care UK&I, Unilever, said: “The Euros is set to be one of the biggest events of the summer and we can already feel the momentum building as the nation is filled with excitement. As an official partner and category leader in personal care, Unilever is bringing the excitement around the tournament to life with incredible in-store POS to create ‘retailtainment’ for shoppers. This campaign drives awareness of personal care products, making them unmissable.
“To further tap into the nation’s football fever, we are bringing limited-edition packs to market with the launch of Radox Football Fresh shower gel and Sure Euros 2024 Shower gel. So there are some great opportunities to win a big-ticket prize, and even more people can join in the fun with a limited-edition pack”.
Stores that will feature the personal care UEFA EURO 2024™ activations include Tesco, Sainsbury’s, ASDA, Morrisons, Boots, B&M, Poundland and TJ Morris.
Radox Football Fresh 225ml Limited Edition Shower Gel will be available from July to August in Savers, Poundland, B&M and Boots Online. Sure UEFA 2024 225ml Fan Edition Shower Gel will be available from July to August exclusively in Savers.
[1] Statista, Global Consumer Survey, 2022
[2] Footballco x Euro 2024 December 2023 – 10 minute online survey with 3,044 football fans from across 10 markets (n=300+ per market) in Oct-Nov 2023
[3] Footballco x Euro 2024 December 2023 – 10 minute online survey with 3,044 football fans from across 10 markets (n=300+ per market) in Oct-Nov 2023
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