London 11 April 2025: Mindshare UK, the media agency which is part of GroupM, today announces the launch of a new partnership between Unilever’s deodorant brand Sure and broadcaster Channel 4. As part of the partnership, Sure’s Whole Body Deodorant advertising campaign, which was created by AMV BBDO, will be reviewed in Channel 4’s Gogglebox, produced by Studio Lambert, with the clip appearing in the show’s ad break, in a media-first placement for the deodorant category.
Designed for multiple areas of the body, Sure Whole Body Deodorant is the first in the market for full body deodorant and uses Unilever’s odour-adapt technology to tackle varying odours, offering tailored protection. Addressing the UK’s reluctance to discuss body odour, the 90 second ad humorously highlights quirky names Brits give their body parts, to showcase that there’s now a deodorant for your whole body. With Gogglebox stars The Malones, Ellie and Izzi, Jenny Newby and Lee Riley, Pete and Sophie Sandiford, Amira and Amani Rota reviewing the ad, their reactions promise to spark conversations and bring some light-hearted fun to the subject.
Mindshare UK leveraged its expertise in media planning and audience insights to connect the brand with Channel 4 and Gogglebox, a culturally relevant and widely-loved platform, placing the brand at the heart of British culture.
Following the spot on Gogglebox, the ad campaign will appear across linear TV and BVOD as well as cinema, using a bespoke 3D sound enabled edit. The campaign will also maximise reach across YouTube, using the platform’s full suite of placements to drive reach and maximise attentive viewing.
This will also be supported with a wider Out of Home (OOH) activation with bespoke creative for each location based on survey data around humorous names for your body parts – and which body part smells – from your pits, back, bum and feet. Activations have already gone live for this part of the campaign – with “sniffable” billboards appearing across London last month. Supporting this and landing Unilever’s social-first approach, there will be a full funnel social plan across Meta, TikTok and a brand-first Reddit takeover, with social creative led by Not Actual Size (NAS).
Monique Rossi, General Manager, Deodorants, Unilever UKI, said: “1 in 3 UK adults use deodorant on body parts besides their underarms – but speaking about body odour in public is often a taboo. We wanted to challenge the existing stigma by breaking the silence around body odour in a light-hearted way. This isn’t just a launch – it’s a category-shaping moment. We’re redefining odour protection beyond armpits and setting a new standard. We’ve loved working with Mindshare UK and Channel 4 on the Gogglebox collaboration and feel it’s the perfect fit for raising awareness among the British public.”
Sure Whole Body Deodorant is available in two female and two male scents*. Three formats have been developed for the Sure range – spray, stick and cream – to suit different areas of the body and application preferences.
Ross Minton, Head of Invention at Mindshare UK, said: “This is an exciting new category launch for Unilever and we wanted Sure to make a big impact with the right audience – creating something truly disruptive and unmissable. Gogglebox is such a culturally relevant programme and is the ideal platform to launch the product with an honest conversation with audiences where body odour is no longer a taboo subject.”
Rupinder Downie, Content Solutions Leader at Channel 4, said: “Creating change and challenging what may initially be perceived as uncomfortable is baked into our DNA at Channel 4. When the team at Mindshare UK pitched the idea to us to feature on Gogglebox’s ad spot – shining a spotlight on a taboo subject in an accessible and playful way – it made a lot of sense to us. We loved the creative messaging and Gogglebox felt like a natural fit. We’re proud to be partners on this campaign, amplifying its message and driving awareness among our viewers.”
