Unilever launches football-themed Rexona aerosol cans using Ball’s advanced printing technology

GERMANY – Unilever has partnered with Ball Corporation to introduce a football-themed packaging range for its Rexona Maximum Protection aerosol deodorants in Germany, leveraging advanced digital printing technology to create multiple eye-catching designs while maintaining consistent brand identity.

The collaboration uses Ball’s Dynamark Pro printing technology to produce six distinct aluminium can designs featuring stylised portraits inspired by the German Football Association (DFB) men’s national football team.

Rather than depicting individual players realistically, the artwork emphasises the collective strength and unity of the national squad while preserving Rexona’s familiar visual identity.

The initiative demonstrates how brands are increasingly using packaging as a marketing platform to strengthen consumer engagement, particularly around sports and lifestyle themes.

Victoria Marletta, Vice President for Personal and Home Care Commercial at Ball Corporation, said the project highlights the value of close collaboration between packaging suppliers and brand owners.

“This project shows how close collaboration can turn a strong creative idea into packaging that is visually distinctive and practical to produce at scale,” she said.

“We are proud to support Unilever on a campaign that combines creative ambition with the production expertise needed to deliver a high-quality result across the Rexona range in Germany.”

According to Unilever, the football-themed packaging is intended as a long-term brand platform rather than a limited campaign tied to a single sporting event.

The continued use of DFB-inspired imagery is expected to keep the range visually relevant on retail shelves while strengthening the emotional connection between the Rexona brand and football fans.

Hannan Mölder, Category Lead for Deodorant at Rexona and AXE Germany, said the partnership creates a fresh way for the brand to engage consumers.

“This collaboration with Ball and the DFB allows us to connect with our consumers’ passion for football in a fresh, visually impactful way. Dynamark Pro gave us the creative flexibility to represent the collective strength of the national team while maintaining the premium quality and identity our customers expect from Rexona,” Mölder said.

Ball’s Dynamark Pro technology enables manufacturers to produce multiple design variations within a single production run while maintaining consistent print quality.

The technology supports complex graphics, colour blending, half-tone illustrations and intricate design elements, reducing the need for separate production batches and allowing brands greater flexibility in seasonal, promotional and personalised packaging.

The companies noted that the packaging artwork was refined during trial production to ensure consistent colour reproduction and strong shelf presence across all six variants.

The collaboration reflects a broader trend within the personal care packaging industry, where brands are increasingly adopting advanced digital printing technologies to deliver premium visual experiences while improving production efficiency.

At the same time, aluminium continues to gain traction as a preferred packaging material due to its high recyclability and well-established recycling infrastructure, supporting both brand differentiation and sustainability objectives.

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