Sure has created the world's first recyclable tweet - #RTtoRecycle - to highlight the fact that deodorant cans are recyclable.
In partnership with Twitter, the activation will start with a simple tweet of a Sure can, which, when retweeted, will reveal a reimagined aluminium item.
As this continues, the retweet chain will showcase the infinite objects Sure can be recycled into, from wheels to water bottles, hoops to hurdles and golf clubs to walking frames.
Challenging the conventions of packaging waste, Sure highlights the importance of recycling waste.
With MullenLowe on creative and strategy duties, the influencer marketing was handled by Weber Shandwick, with Mindshare handling the UK media launch.
Discussing the recyclable tweet, Joanna Allen, global brand vice president at Rexona said: “You know Sure won’t let you down, but not enough people know they can recycle the cans.
"Mullenlowe shared our vision in creating awareness of the opportunity to recycle aerosol cans and designed a world first Twitter campaign. Through the use of the world’s first recyclable tweet, the campaign demonstrates Sure’s cans can be infinitely recycled.”
Adding to this, Jose Miguel Sokoloff, chief creative officer at MullenLowe said: “From gym bags to handbags, bathroom cabinets to desk drawers; look in any of them and you’ll probably find a can of Sure. It is a product that all of us use daily.
"However, despite the fact that Sure aerosols are recyclable many of us forget to recycle our cans after finishing them. #RTtoRecycle is, therefore, more than a digital-first - it’s a necessary reminder that Sure can form part of a sustainable lifestyle.”