When Unilever acquired Wild, the sustainable, refillable deodorant brand, it marked a major moment for the FMCG world, and for challenger brands everywhere.

Yes, the product had to deliver. A slick subscription model, genuinely great formula, eco credentials that stacked up, none of that can be underestimated. But here’s the thing: great products are everywhere. What made Wild stand out, what made them acquirable, was the brand.

They took something as ordinary as deodorant and turned it into a lifestyle product. One that people were proud to post, recommend, and repurchase. Unilever didn’t just acquire a bathroom essential. They acquired a brand with momentum, meaning, and cultural relevance, all of which were powered by brilliant marketing.

What can other start-ups and scale-ups take from Wild’s rise? And what does this tell us about where modern advertising and brand-building are heading?

Making Deodorant Desirable

Wild launched into a space most consumers barely think about. The kind of category where brands are forgettable, functional, and rarely questioned.

Wild flipped that on its head.

They made design a priority. They put sustainability front and centre. They made a refillable deodorant something you wanted to show off. They saw the blank space, and filled it with a bold personality, a sharp aesthetic, and a clear purpose.

This is where challenger brands thrive, not by inventing something entirely new, but by reframing the ordinary.

The Product Was Strong, But the Brand Was the Superpower

Unilever didn’t just buy Wild’s formula. They bought everything that came with it:

• A community of brand advocates
• A visually iconic, proudly sustainable design
• A tone of voice that stood out (and stuck)
• A presence across touchpoints that was consistent, confident, and compelling

That kind of brand equity doesn’t happen by accident. It’s built through creative storytelling, marketing consistency, and a deep understanding of your audience.

Wild proved that if you want to build long-term value, you need more than a good product. You need a brand people care about.

Built to Be Seen

Wild’s rise wasn’t just fuelled by a smart product, it was powered by a seriously sharp marketing strategy.  

Every touchpoint felt intentional. From paid media to packaging, social ads to subscription emails, Wild created a brand world that was cohesive, confident and instantly recognisable. Whether you were opening a refill pouch or spotting them on the Tube, you knew exactly who they were and what they stood for.

That level of clarity? Rare. And powerful.

A big part of that success was influencer marketing, but done right. Wild partnered with creators who genuinely aligned with their values, resulting in content that felt authentic, not forced. Those partnerships helped build trust and visibility, driving real results across platforms like Instagram, TikTok, and YouTube.

In just two years, that approach helped them scale from a start-up to a multimillion-pound brand, and ultimately made them an acquisition worth making.

The Bottom Line

Wild’s acquisition is more than a success story, it’s a sign of the times.

Today’s biggest players don’t just want sales. They want story, community, and emotional connection, the kind of intangible value that challenger brands are often better placed to build. That’s why creative marketing isn’t a luxury. It’s a fundamental growth lever.

You don’t have to reinvent the category. But you do have to show up differently. Make people feel something. Look like no one else. Build a brand people would miss if it disappeared.