Dove Men+Care is reinforcing its athletics-linked messaging with the rollout of locker-display assets for its whole-body deodorant at select Costco stores.

Dove Men+Care introduced the product earlier this year with some help from the Toronto Raptors mascot. Unilever marketing manager Oje Akhiojemi says the 25 nationwide Costco assets, created with Salt XC, parlay the momentum built by the mascot work’s display of real-world product utility.

“Together these campaigns have helped normalize the idea of whole-body odour protection, driving both curiosity with our target consumer and trial at key retailers,” Akhiojemi says.

The “beyond-the-pits” messaging is based on the insight that 1% of sweat comes from underarms and puts the 72-hour protection value proposition front and centre.

“It’s not about pushing the limits of wear, but reinforcing that the product is reliable, dependable, and built to handle whatever the day (or days) throw at you,” Akhiojemi says. “The Dove Men+Care whole-body Costco demos were a great way to help shoppers experience this new product at the point of purchase.”

Activation partner Salt XC worked with custom-packaging company PTNR to create double-sided printed air fresheners that carry the product’s signature scent through Costco locations.

According to the company, the product innovation stems from insights that many consumers were using deodorants for bodily areas beyond of on-pack instructions. Consumer demand was also “soaring for deodorants that go below the belt,” Akhiojemi says, with nearly four in 10 U.S. consumers reporting interest in a deodorants that could be used on multiple body parts.