Brands make a big deal about reaching consumers in the right place at the right time. But what if that moment is one of peak discomfort — sweating on a subway platform?
A hyperlocal campaign from Degree, the antiperspirant brand marketed by Unilever, targets New York City commuters contending with one of the most loathed aspects of summer: the stifling conditions in underground transit, where temperatures can break 100 degrees Fahrenheit.
Degree partnered this month with the Metropolitan Transportation Authority to temporarily take over several high-traffic stations, refitting them with names recognising their notoriety as egregiously hot spots.
Each stop features Degree out-of-home creative. Signage posted on turnstiles reads:
"The Official Deodorant of the Hottest Commutes."
The concept was inspired by conversations Degree noticed on social sites like Reddit, and aims to capitalise on an important sales window for the category.
Degree's Head of Marketing Chris Symmes explained:
"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."
The distinguishing move is that the copy was not invented by a writer. It is language commuters were already using.
July and August in New York are usually brutal, but 2026 has seen a summer of extreme weather including heat domes blanketing the five boroughs — conditions that could add resonance.
The brand extends the effort next month with limited-edition sticks 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." — Chris Symmes
Media placement (station takeover) → product trial (limited-edition stick) → practical reward (free ride) all connect inside a single context.
Degree frequently leans on social listening to inform its marketing, and wanted the New York campaign based on real discussions occurring online rather than an idea conceived solely by the brand.
Other Unilever brands are turning to sites like Reddit for community and authenticity. A Dove campaign earlier this year was built around Reddit reviews — including ones less than flattering about its products — and went on to win several top awards at Cannes Lions.
For how brands build presence on that platform specifically, see Building a Brand Presence on Reddit: Subreddits Are Not Ad Inventory.
Influencer partnerships and digital content also factor into the 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 capturing consumer thoughts on their commute, the heat and the campaign itself.
Unilever has broadly stepped up investment 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. Ultimately, we want this to be both culturally relevant and commercially meaningful." — Chris Symmes
Degree partnered with Billion Dollar Boy on the creator elements and WPP Unite on paid media.
Uncomfortable moments carry more relevance, not less. Brands habitually attach themselves to pleasant contexts. But no placement is more persuasive than the moment the problem your product solves is actually occurring.
Use the consumer's exact language. "Sweat Central" is not a copywriter's invention. Converting social listening output from an insight deck into a creative asset is what separates this campaign.
Build the conversion inside the context. A product redeemable for a subway ride lives in the same context as the message. It is the same logic as designing behaviour into the booking screen in Heineken Puts Designated Drivers Into the OpenTable Booking Flow.
Decide how much control creators get. Street interviews are a format that can produce unflattering responses. On why that risk is worth taking, see "We Are Not in the Commodity Business. We Are in the Irrational Affinity Business" — Hilton's CMO.
Working with the MTA, Degree temporarily renamed West 4th Street as "Sweat Central," Union Square as "Boiler Room" and Herald Square South as "Molten Core," installing out-of-home creative at each.
From conversations Degree observed among commuters on social sites like Reddit. The brand wanted the work grounded in real online discussion rather than an internally conceived idea.
They are co-branded with the MTA and redeemable for a free subway ride, arriving next month as an extension of the campaign.
Yes. Dove built a campaign earlier this year around Reddit reviews, including unflattering ones, and won several top awards at Cannes Lions.
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