Dragon’s Den-backed deodorant Fussy launches its first-ever TV campaign

“Don’t Be a Tosser.”

This is the strapline for a new, punchy campaign from refillable deodorant brand, Fussy, which urges audiences to reduce throw-away single-use plastic in their everyday routines. 

The campaign is the brand’s first-ever TV campaign and is backed by the Sky Zero Footprint Fund, which helps sustainable challenger brands reach national audiences through TV. Sky Media’s Sky Zero Footprint Fund awarded Fussy £200,000 in advertising as a Disruptor category winner. 

The campaign aims to drive awareness of refillable alternatives through humour. It features the brand’s Dragon’s Den investor Deborah Meaden and takes a playful approach to changing behaviours.

The spot follows a woman who goes through her daily routine, being called a ‘tosser’ everywhere she goes. From seeing the word written in leaves to being accused of being a ‘tosser on a video call by Meaden, the campaign calls out unnecessary waste created by throwing away deodorant packaging after every use. Fussy encourages audiences to question their behaviour when refillable alternatives are available. The film was made by 10 Days.

"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," says Fiona Ball, Group Director, Bigger Picture and Sustainability at Sky. 

The TV campaign is supported by a wider campaign spanning social and OOO. Television is set to play a central role in introducing the brand's mission to a national audience and building brand awareness. 

Pointing out the absurdity of single-use plastic, the memorable campaign uses humour to encourage audiences to make positive change.