The latest innovation from Sure is set to revolutionize the antiperspirant category. By introducing their 72hr motion-sense technology across all roll-ons, shoppers can now experience the new technology while sticking to their preferred format. This technology is two times stronger than its 48hr variant, providing unparalleled sweat and odour protection that keeps working when others fail – perfect for the demands of the modern lifestyle.
Moreover, Sure has responded to consumer preferences with the addition of two new variants, Sure Nonstop Protection Freesia & Waterlily and Sure Men Nonstop Protection Sensitive, to cater to a wider audience. The former is tailor-made for the 23% of female shoppers who prioritize fragrance, while the latter addresses the needs of the 27% of male shoppers who seek skin-friendly products.
“The expansion of Sure Nonstop Protection 72hrs into a roll-on format follows the successful launch of the technology into aerosol last year, which brought in a sales value of £8.7m to the category, bringing much-needed growth,” a spokesperson for the company said. With 31% of Total Sure Aerosol Value Sales being attributed to the Nonstop range, it’s evident that shoppers see value in this product. Trials further confirm that 72% of ‘movers’ trialled across the UK agree that Sure Nonstop Protection provides the best sweat protection, and that it’s worth paying more for.
To further drive demand, Sure is investing £5m in a marketing campaign, with an ATL campaign running from May to September across both male and female portfolios. The campaign will cover TV, BVOD, and social media, including Meta, Twitter, Tik Tok, and YouTube. In addition, the brand is launching an exciting influencer campaign featuring notable celebrities Joshua Patterson, Lucy Mecklenburgh, Perri Kiely, and Reece Parkinson to spread the word about Sure Nonstop Protection.
Overall, Sure Nonstop Protection Roll On formats, Sure Nonstop Freesia & Waterlily 250ml and Sure Men Nonstop Sensitive 250ml are available now across grocery, health & beauty, including online channels. Experience the latest in antiperspirant technology and stay confident and protected all day, every day.
