In 2010 Unilever launched the Unilever Sustainable Living Plan (USLP), which advocates that we double the size of our business, while halving the environmental impact. As result of these ambitious targets, each category had to look for innovative solutions to reduce their waste to landfill per consumer use, as well as the CO2 footprint of our products.

Simply reducing packaging material used could result in risk to consumer of bursting and therefore there was a need to re-think the total system to ensure that we could reduce material while still ensuring consumer safety and continually providing consumer satisfaction.

Referencing the automotive world, we created a form which embodied the concept of inner power and protection. Inspired by the visible red brake calipers of high-performance sports cars which communicate security and confidence, we put the locking mechanism on display. This appeals to male curiosity for how things work, and establishes an engineered aesthetic. This theme was then extended through careful consideration of the pack's feeling in the hand, from the tyre tread grip to the rotating lock collar, we created a sense of precision and protection at every touch point.

The Omega pack has helped Rexona Men to strengthen its position as the leading antiperspirant for men. Consumer preference is high and sales are strong as part of a major refresh of the brand.