Unilever is launching a range of limited-edition aerosol and personal care products across its Sure, Dove, Lynx and Radox brands ahead of the FIFA World Cup 2026, with listings secured across major UK retailers.
The activation represents the company's broadest multi-brand sports sponsorship play to date in the personal care category. Sure, the company's flagship deodorant brand, is introducing three limited-edition designs across its Nonstop aerosol range, each carrying rotating World Cup artwork, alongside a new cooling aerosol and roll-on line.
Dove Men+Care is entering football sponsorship for the first time, with two limited-edition deodorant formats including an Advanced 72hr Active Comfort spray developed specifically for the tournament.
Lynx, meanwhile, is investing £5.4 million into its campaign — its first major sports sponsorship — centred on a new Marshmallow Smoke variant in a limited-edition World Cup aerosol format, alongside a World Cup refresh of its Africa range.
Radox rounds out the portfolio with a limited-edition Feel Energised shower gel tied to the tournament.
Distribution will be supported by dedicated point-of-sale materials and free-standing display units across grocery and beauty retail, with additional retail media activity online and in-store.
The launches come as aerosol personal care brands increasingly use major sporting events as a mechanism to drive limited-edition collectability and category footfall.
Unilever deploys aerosol innovation for FIFA World Cup
