Refillable deodorant brand Fussy is taking its mission to eliminate single-use plastic from personal care by launching its first-ever TV ad campaign, taking its sustainability message to audiences across the UK with the and potentially controversial challenge: “Don’t Be a Tosser.”
The campaign, airing across Sky channels from this week, tackles one of the most overlooked sources of everyday bathroom waste, encouraging consumers to rethink one of the most disposable products in their daily routine.
Backed by Sky Media’s Sky Zero Footprint Fund, which awarded Fussy £200,000 in advertising as a disruptor category winner, the campaign aims to drive awareness of refillable alternatives and encourage consumers to rethink one of their most everyday habits.
Created by 10 Days, the ad takes a characteristically irreverent approach to behaviour change. Centred around the playful accusation of being a “tosser”, the campaign calls out the unnecessary waste created by throwing away deodorant packaging after every use. Through humour, provocation and a healthy dose of self-awareness, Fussy invites consumers to question why single-use deodorants remain the norm when refillable alternatives are readily available.
The activity also features entrepreneur and Dragon’s Den investor Deborah Meaden (pictured), whose long-standing support for more sustainable businesses reinforces the brand’s mission to make refillable personal care mainstream.
The TV spot forms part of Fussy’s wider marketing activity, spanning social and OOH, and aims to introduce the brand’s mission to a national audience.
Fussy founder and CEO Matt Kennedy said: “We are a nation of tossers. Every day, millions of us throw away bathroom products without thinking twice about the waste they create. The good news? People want to make a more sustainable switch. So, this summer, we are very excited, with support from the Sky Zero Footprint Fund, to be launching our first ever TV campaign and asking the nation one simple thing…Don’t Be a Tosser.”
Sky group director of bigger picture and sustainability Fiona Ball added: “Fussy’s campaign tackles a sustainability challenge hiding in plain sight. Most people don’t think twice about throwing away a deodorant tube, but those everyday habits add up. By combining humour with a simple, practical solution, this campaign shows how creativity and comedy can help people rethink familiar behaviours and make more sustainable choices.”
Related stories
Pärla polishes up debut TV ad for sustainable oral care
GoodGym debut TV ad urges Brits to get fit and do good
Toilet rolls star in Wrap recycling TV ad funded by Sky
GoodGym nets extra £500k in spend from Sky Zero Fund
Six sustainable brands land TV spots on Sky Zero Fund
Be the first to comment on "Fussy deodorant TV ad debut urges: ‘Don’t Be Tosser’"