Brands often emphasize reaching consumers at the right place and the right time. But what if that moment is precisely when a commuter is sweating profusely and feeling extremely uncomfortable on a platform? Degree, the antiperspirant brand under Unilever, is targeting New York City commuters with its latest hyper-local campaign—those enduring one of summer's most unpleasant experiences: the suffocating heat of underground public transit, wherethe heat index can exceed 100 degrees Fahrenheit。

This month, Degree partnered with the Metropolitan Transportation Authority (MTA) to temporarily take over several high-traffic stations across New York City and rename them to highlight their "notorious" heat levels. West Fourth Street became "Sweat Central," Union Square became "The Boiler Room," and Herald Square South was dubbed "The Meltdown." Each station features Degree's out-of-home creative. Signage on turnstiles reads: "The Official Antiperspirant of the Hottest Commutes."

The idea stems from user discussions Degree observed on social media platforms like Reddit, aiming to seize a key sales window in the antiperspirant and deodorant category.

"We wanted the campaign to have 'stopping power,' but that power comes from using people's own language and bringing it to life in subway stations," said Chris Symmes, Degree's marketing lead.

Although New York summers are typically scorching in July and August, the summer of 2026 has seen frequent extreme weather,including a heat dome covering all five boroughs, which may add even more resonance to Degree's campaign. The brand will launch a limited-edition antiperspirant stick next month, co-branded with the MTA, redeemable for free subway rides.

"By combining humor drawn from real commuting experiences with immersive media tactics and trial-size samples, the campaign can show how Degree, especially its Advanced Protection line, helps people stay fresh and confident during the city's most 'sweaty' moments," Symmes added.

Sparking Conversation

Degree frequently uses social listening to guide its marketing and wanted the New York campaign to be based onreal online discussions, rather than concepts conceived solely by the brand.

Other Unilever brands are also increasingly turning to platforms like Reddit to tap into community and authenticity. Earlier this year, a Dove campaignbuilt around Reddit comments, which even included unfavorable product reviews, won multiple awards at the Cannes Lions International Festival of Creativity.

Influencer partnerships and digital content are also part of Degree's push. Creators including Armelis Dorville, Louis Fevola, Randy Vargas (also known as Kid the Wiz), and The Rayne Report founder Najeé Rayne will conduct street interviews to gauge consumer opinions on commuting, heat, and the Degree campaign. Unilever has broadly increased its investment in creator-first and social-first marketing to reach younger audiences.

"We're also watching to see if the campaign sparks more genuine conversation—whether people see themselves in the creative, and whether it helps consumers better understand why Degree is designed for heat and movement," Symmes said. "Ultimately, we want it to be both culturally relevant and commercially meaningful."

Creator-Driven Momentum

Degree partnered with Billion Dollar Boy for the creator component, WPP Unite for paid media (including out-of-home), and Edelman for PR. The New York subway push follows Degree's sponsorship of the World Cup in early summer, a more global marketing moment that alsoemphasized creators。

Unilever reported underlying sales growth of 4.8% in the first half of 2026, with the personal care division growing 4.8%,according to results released earlier this week. The consumer goods giant, which is spinning off its food business, raised its full-year outlook with the results. Its FIFA sponsorship boosted personal care in the second quarter.

"It brought together media, creators, customers, and in-store execution behind brands including Rexona and Dove," Chief Financial Officer Srinivas Phatak told investors on theearnings call. "It supported strong volume growth and helped us build new capabilities such as creator-led content, AI-assisted asset creation, and improved perfect store execution."