ABOUT

This was Unilever's biggest innovation in deodorants in over 40 years. Their new product design gave consumers the same protection but with less impact on the environment.

However, there were potential problems: in explaining the benefit; doubt that there was genuinely as much product inside; or that the product would be more concentrated and so harsher on skin.

Our team scoped multiple ways of explaining the innovation and its benefits to find the most compelling way to introduce the innovation and avoid the pitfalls.