Unilever have unveiled a radical new product design that it hopes will revolutionise the deodorant aisle and make the category more sustainable. The new cans last the same length of time as previous cans while using only 50 per cent of the propellant, making them half the size (ml).
The new-look cans use on average 25 per cent less aluminium and, due to the smaller size, 53 per cent more cans fit onto a pallet. This results in a significant reduction in the greenhouse gas associated with having 35 per cent fewer lorries on the road transporting the products.
This is really strong from an environmental point of view and obviously will be more attractive to retailers although it's a risky tactic. Will the average shopper take note or will it simply be a case of them grabbing a different brands bigger can because of what they perceive to be better value.
Shoppers are going to need educating on the change for a prolonged period to make it work (such as the compressed Metro they sponsored ). It would be interesting to see a how much Unilever cares about the environment if sales slumped.
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