The mini edition will promote Unilever’s new compressed deodorants which use less packaging but last just as long, says Metro.
The integrated cross-platform campaign will also see the compressed Metro replicated across Metro’s Tablet and Phone editions as a stand-alone downloadable edition, as well as a two day Metro.co.uk site takeover.
The mini edition of the paper will be distributed to 300,000 urbanites nationally using branded merchandisers.
The campaign will also feature an in-paper advertorial promoting the environmental benefits of compressed deodorants as well as a ‘Behind the Idea’ feature focusing on the rise of green consumers and product innovation to make consumer products more environmentally friendly.
Jessica Hodgson, Brand Manager at Unilever, said: “Compressed aerosols provide consumers with a product that they can use in exactly the same way as their old one and it will last just as long, and is more sustainable.”
Matt Teeman, Commercial Director at Metro, said: “We’re seeing well executed, creative cross-media solutions drive strong audience engagement. This innovative, multi-platform campaign offers our busy, on the move urbanites a number of exciting ways in which to engage with Unilever’s sustainability and eco-living messaging.”
