Unilever’s Deodorant Brands Turn Heads with Oversized Interactive OOH Activations Across the UK

In a fresh twist on FMCG advertising, Unilever’s deodorant portfolio has rolled out a striking outdoor media activation across the UK. The campaign uses oversized, interactive OOH installations placed outside select Tesco stores, showcasing the company’s latest deodorant innovations.

By stepping beyond conventional billboards and posters, Unilever has turned everyday retail touchpoints into brand experiences, inviting shoppers to see, touch, and engage with deodorant in a way they’ve never done before.

This isn’t just advertising—it’s FMCG storytelling in 3D.

? Why Tesco Stores?

Tesco, being one of the largest retail chains in the UK, is a natural choice for the campaign:

• Point-of-purchase synergy – OOH activations right at the store drive instant conversions.

• High visibility – Tesco locations attract massive daily footfall from diverse demographics.

• Family and lifestyle audiences – Perfect for products like deodorants that cater to daily needs.

• Urban relevance – Tesco stores across busy UK neighborhoods make the campaign hyperlocal yet scalable.

By positioning the campaign outside Tesco, Unilever bridges the gap between brand awareness and actual purchase intent.

? Creative Execution: Oversized and Interactive

The campaign’s standout feature is its oversized installations, designed to magnify the product experience:

• Giant deodorant replicas that act as visual anchors and instant attention grabbers.

• Interactive elements – Some installations allow consumers to press a button to trigger scent sprays, LED animations, or motion visuals.

• Bold branding – Clear product lines and packaging ensure unmistakable identity.

• Lifestyle storytelling – Messaging highlights product benefits such as long-lasting freshness, sustainability, or new formats.

The creative design ensures shoppers don’t just walk past—they pause, interact, and remember.

? Campaign Objectives

1. Promote Unilever’s latest deodorant innovations in a competitive FMCG category.

2. Engage consumers at the point of sale to boost trial and conversions.

3. Differentiate the portfolio through experiential outdoor activations.

4. Build lasting brand recall by merging utility with entertainment.

? Impact Potential

This campaign is designed for multi-layered impact:

• Mass engagement – Tesco’s footfall guarantees millions of eyeballs.

• High interactivity – Consumers are more likely to remember a deodorant they’ve experienced than just seen on a shelf.

• Conversion boost – OOH just meters away from the purchase point nudges impulse buying.

• Social media spillover – The quirky, oversized installations are inherently shareable, creating organic digital buzz.

It’s a reminder that in FMCG, visibility is powerful, but engagement is unbeatable.

? The MyHoardings Perspective: FMCG Needs Bold OOH

At MyHoardings, we see this campaign as a lesson in pushing outdoor beyond static branding.

✅ Oversized installations act as physical landmarks that break monotony.
✅ Retail adjacency connects the campaign directly with purchase behavior.
✅ Experiential triggers (like scent or motion) activate multiple senses, building deeper memory.
✅ Interactive OOH builds a bridge between physical and digital, especially when consumers share the experience online.

For FMCG players in India, this approach is especially relevant: why settle for plain hoardings when OOH can double as trial, demo, and brand theatre?

? Want to Transform Your FMCG OOH?

At MyHoardings, we specialize in creative outdoor activations that go beyond visibility to create experience-led impact.

We offer:

• ? Retail adjacency campaigns at malls and hypermarkets.

• ?️ Oversized installations & experiential OOH.

• ✈️ Airport and transit branding for mass consumer brands.

• ? End-to-end execution with measurable ROI tracking.

? Call/WhatsApp: +91 995384-7639
? Email: business@myhoardings.com
? Visit: www.myhoardings.com

? Conclusion: FMCG Outdoor Gets a Makeover

With its oversized, interactive OOH campaign at Tesco stores, Unilever has rewritten the playbook for deodorant marketing.

By blending innovation, interactivity, and retail adjacency, the campaign ensures that deodorants are not just another FMCG purchase but a memorable consumer experience.

For shoppers, it’s a fun and engaging surprise on their grocery run. For the industry, it’s proof that OOH can be as bold and interactive as any digital campaign.