Unilever is to invest nearly £13 million in advertising and marketing for the re-launch of its range of deodorants, as it pushes a new kind of aerosol processing which it claims is much better for the environment.

The technique involves compressing the product more effectively, meaning the same amount of deodorant can be put into a smaller can, reducing the impact of packaging on the environment. It’s a big part of Unilever’s new Sustainable Living Plan – a big selling point for the brand that it is keen to push.

In addition, however, Unilever has to make it clear that smaller cans do not mean consumers are getting less for their money, hence the large investment in advertising. Proving that leaflets and paper-based ads still hold plenty of value for businesses, the company will be investing a big chunk of that £13 million budget in print media advertising, alongside TV spots and digital campaigns.

Unilever will also be going into stores with leaflets and demonstrations explaining the changes. James Griffin, marketing manager for Unilever’s Sure Women and Dove deodorant, told Marketing Week: “Aisle theatre is crucial to helping shoppers make the switch and understand the benefits of the new compressed format.”