Media brand Metro and deodorant manufacturer Unilever are to team up in a marketing campaign of a mini kind.
Unilever's new compressed deodorant range will be complimented by a 24-page compressed mini-edition of Metro on Monday 11 February, which will have a 300,000 distribution.
An advertorial in the mini-Metro will promote the environmental benefits of compressed deodorants - which use less packaging but last as long as their larger counterparts - as well as a feature examining the rise of green consumers and subsequent efforts from manufacturers and designers to produce more environmentally friendly products and packaging.
Metro commercial director, Matt Teeman, 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."
Tablet and phone editions of Metro will feature stand-alone, downloadable versions of the compressed version, while the newspaper's website will see a two-day site takeover to help promote the new offering from Unilever, a company which says its ambition is to double the size of its business while reducing its environmental footprint.