Delivering its Quarter 2, 2013 results, Unilever CEO Paul Polman stated that “Compressed deodorants were already a key driver of growth” in the period.

Launched in February on the Dove, Sure, Rexona & Vaseline brands, the new cans contain the same amount of anti-perspirant but are half the size of the original. This reduces packaging, propellant & transport requirements significantly. The retail price, however, remains unchanged.

B7 Innovation worked with Unilever on the development of the communications strategy for the introduction of the new can. Speaking about the project, B7 Innovation founder Paul Tidmarsh says “ The principle concern was that consumers should see the environmental benefit & believe that they were genuinely getting the same product volume as before. They also needed reassurance that the product would be as gentle as previously. Using our Adcept technique, we explored a wide range of possible communication routes before finding the most effective message & tone. We’re naturally delighted to have contributed to such an important & successful launch.”