Sri Lanka Unilever unit marketing models push deodorant sales

Aug 18, 2008 (LBO) – Consumer goods manufacturer Unilever Sri Lanka’s unconventional sales campaign for AXE men’s deodorant has already increased sales by 25 percent, the company said. Unilever hopes to enlarge its AXE footprint in Sri Lanka by distributing products to smaller shops and groceries.

The deodorants come in two sizes and sales depend on the location and the choice of fragrance of the buyer, Hewamadduma said.

The company plans to introduce a new fragrance each year by taking off the shelf the fragrance with the lowest sales.

Unilever says it has 70 percent of market share for Fast Moving Consumer Goods (FMCGs) with Sunlight, Lifebuoy and Pears Baby soap and Signal toothpaste dominating sales.

The company with global sales totaling to 55 billion dollars has introduced 22 brands in food, home care and personal care categories in Sri Lanka, from its 400-strong portfolio. The non-traditional campaign by Unilever to promote AXE deodorants sends a group of models to Colombo’s offices, cafes, coffee shops and nightclubs to talk to and pose for photos with males in the city.

The models also hand out invitations for a sports event organized by Unilever Sri