Brands make a big deal about reaching consumers in the right place and at the right time. What if that moment is one of peak discomfort — when they’re sweating bullets on a subway platform?
A new hyperlocal campaign from Degree, the antiperspirant brand marketed by Unilever, is targeted at New York City commuters who are contending with one of the most loathed aspects of summer: the stifling conditions in underground public transit, where temperatures can break 100 degrees Fahrenheit.
Degree this month partnered with the Metropolitan Transportation Authority to temporarily take over several high-traffic stations around the Big Apple, refitting them with names recognizing their notoriety as egregiously hot spots. West 4th Street became “Sweat Central,” Union Square the “Boiler Room” and Herald Square South the "Molten Core," with each stop featuring Degree out-of-home creative. “The Official Deodorant of the Hottest Commutes,” reads Degree signage posted on turnstiles.
The concept was inspired by conversations Degree noticed on social media sites like Reddit and tries to capitalize on an important sales window for the deodorant and antiperspirant category.
“We wanted to have stopping power with the campaign, but that stopping power comes with using people's own words and just bringing them to life in the subway station,” Degree’s Head of Marketing Chris Symmes said.
While the July-August run in New York is usually brutal heat-wise, 2026 has seen a summer of extreme weather, including heat domes blanketing the five boroughs, which could add additional resonance to Degree’s campaign. The brand is extending the effort next month with limited-edition sticks of its product that are co-branded with the MTA and redeemable for a free subway ride.
“By combining the humor inspired by real commuter experiences with this immersive media approach plus sampling, the campaign is able to demonstrate how Degree, and in particular our Advanced Protection range, can help people feel fresher and more confident through one of the city's sweatiest rituals,” Symmes said.
Sparking conversation
Degree frequently leans on social listening to inform its marketing and wanted the New York campaign to be based off of real discussions occurring online rather than an idea solely conceived by the brand.
Other brands under Unilever’s portfolio are turning more to sites like Reddit to tap into a sense of community and authenticity. A Dove campaign from earlier this year was built around Reddit reviews, including ones that were less than flattering of its products, and ended up snagging several top awards at Cannes Lions.
Influencer partnerships and digital content also factor into the Degree push. Creators including Armelis Dorville, Louis Fevola, Randy Vargas (a.k.a. Kid the Wiz) and The Rayne Report founder Najeé Rayne will conduct man-on-the-street interviews to hear consumers’ thoughts on their commute, the heat and the Degree campaign. Unilever has broadly stepped up its investments in creator- and social-first marketing to connect with younger audiences.
“We’re also looking at whether the campaign sparks additional authentic conversation — whether people see themselves in the creative, and whether it helps consumers better understand why Degree is built for moments of heat and movement,” Symmes said. “Ultimately, we want this to be both culturally relevant and commercially meaningful.”
Creator-led momentum
Degree partnered with Billion Dollar Boy on the creator elements of the effort and WPP Unite on paid media, including the OOH ads. Edelman handled public relations. The New York subway blitz follows Degree sponsoring the World Cup earlier this summer, a more global marketing moment that also placed an emphasis on creators.
Unilever saw underlying sales growth of 4.8% in the first half of 2026, including 4.8% for its personal care segment, per earnings released earlier this week. The CPG giant, which is in the midst of spinning off its food business, upgraded its full-year outlook around the report. The company’s FIFA sponsorship elevated the personal care business in Q2.
“It brought together media, creators, customers and in-store execution behind brands, including Rexona and Dove,” CFO Srinivas Phatak told investors of the FIFA work on an earnings call. “It supported strong volume growth and helped us build new capabilities in creator-led content, AI-enabled asset creation and stronger perfect store execution.”
