British consumer goods conglomerate Unilever has unveiled installations of giant, interactive deodorant packs outside Tesco stores to raise awareness of new Lynx and Sure ranges.

The out-of-home installation will showcase the new Lynx Fine Fragrance and Sure Whole Body ranges, featuring oversized packs wrapped around digital screens.

“The launch of Sure Whole Body is backed by a significant £12.5 investment to communicate at scale the benefits of whole-body deodorant products both in-store and OOH,” said Monique Rossi, GM of deodorants at Unilever UK and Ireland.

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“A £14.6m ATL marketing campaign is also running for Lynx Fine Fragrance, headlined by a new TV creative and partnerships with culturally relevant social media influencers.”

Live until 16 September, the Lynx Fine Fragrance Cherry Spritz aerosol pack display has an in-built atomiser which releases its scent for shoppers to smell, the first retail media activation of its kind for Tesco Media.

Stacy Gratz, sales and marketing director at Tesco Media added: “Working closely with our OOH partners JCDecaux, we brought the campaign to life with striking giant packs, just one element of a comprehensive retail media strategy for Sure Whole Body and Lynx Fine Fragrance.

“Through bold creative and market-leading innovation we helped Unilever to continue to reinforce its position as the UK’s number one deodorant manufacturer, responding to evolving consumer needs with impact and imagination.”