Observed Signal · Jul 1, 2026 · Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Neutral
Fussy launches TV spot 'Don't be a tosser'
Refillable deodorant brand Fussy has launched its first national TV campaign, 'Don't be a tosser', fronted by investor Deborah Meaden. Created by agency 10 Days and backed by Sky Media’s Sky Zero Footprint Fund, the ad aims to highlight single-use plastic deodorant waste and promote Fussy’s refillable product. The spot began airing across Sky channels on July 1, 2026, with supporting social and out-of-home activity. Fussy received £200,000 in advertising as the Disruptor category winner and already sells via retailers including Tesco, Sainsbury's, Ocado and Waitrose.
A challenger D2C brand's first national TV campaign is notable for creative approach and use of a broadcaster sustainability fund, but it is a limited, brand-level campaign with minor industry impact.
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Key Takeaways & Evidence Grounding
- Fussy launched its first national TV campaign titled 'Don't be a tosser'.
- The ad is fronted by Dragon's Den investor Deborah Meaden.
- The campaign was created by agency 10 Days and backed by Sky Media’s Sky Zero Footprint Fund.
- The campaign began airing across Sky channels from July 1, 2026, with additional social and out-of-home activity.
- Fussy was awarded £200,000 in advertising as a Disruptor category winner and is stocked in Tesco, Sainsbury's, Ocado and Waitrose.
Connected Companies & Entities
4 Entities mapped“Created by 10 Days and backed by Sky Media’s Sky Zero Footprint Fund, the ad launches across Sky channels from July 1, with wider activity s...”
“The brand has already made refillable deodorant work as a direct-to-consumer and retail proposition, with listings in Tesco, Sainsbury’s, Oc...”
“The brand has already made refillable deodorant work as a direct-to-consumer and retail proposition, with listings in Tesco, Sainsbury’s, Oc...”
“The brand has already made refillable deodorant work as a direct-to-consumer and retail proposition, with listings in Tesco, Sainsbury’s, Oc...”
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