The TV ad, by agency Lowe London, features coins falling into the screen to form a can of Sure aerosol. Together the coins make up £1.73, the RRP of a 150ml Sure deodorant. It carries the strapline ‘Confidence. For a price that won't make you sweat'.
According to Mintel, Unilever dominates the deodorant market with its five brands: Lynx, Impulse, Sure, Dove and Vaseline.
But it suggested sales in the sector are relatively stagnant. The sector was worth £459m in 2008, a rise of just 8% over the past five years.
Earlier this month, Superdrug launched a price-lead campaign for Unilever's Lynx deodorant brand. It has the strapline ‘Superpices £££'.