Fussy, the refillable deodorant brand on a mission to eliminate single-use plastic from personal care, is launching its first-ever TV advertising campaign, taking its sustainability message to audiences across the UK with a bold challenge: Don’t Be a Tosser.

The campaign, airing across Sky channels from 1st July, tackles one of the most overlooked sources of everyday bathroom waste, encouraging consumers to rethink one of the most disposable products in their daily routine.

Backed by Sky Media’s Sky Zero Footprint Fund, which awarded Fussy £200,000 in advertising as a Disruptor category winner, the campaign aims to drive awareness of refillable alternatives and encourage consumers to rethink one of their most everyday habits.

Created by 10 Days, the advert takes a characteristically irreverent approach to behaviour change. Centred around the playful accusation of being a ‘tosser’, the campaign calls out the unnecessary waste created by throwing away deodorant packaging after every use. Through humour, provocation and a healthy dose of self-awareness, Fussy invites consumers to question why single-use deodorants remain the norm when refillable alternatives are readily available.

The campaign also features entrepreneur and Dragon’s Den investor Deborah Meaden, whose longstanding support for more sustainable businesses reinforces the brand’s mission to make refillable personal care mainstream.

Reaching millions of viewers in premium, trusted environments, TV provides Fussy with a powerful platform to drive awareness of the environmental impact of everyday consumer choices while introducing a wider audience to refillable deodorant.

Matt Kennedy, Founder and CEO of Fussy, said: “We are a nation of tossers. Every day, millions of us throw away bathroom products without thinking twice about the waste they create. The good news? People want to make a more sustainable switch. So, this summer, we are very excited, with support from the Sky Zero Footprint Fund, to be launching our first ever TV campaign and asking the nation one simple thing…Don’t Be a Tosser.”

Fiona Ball, Group Director, Bigger Picture and Sustainability at Sky, said: “Fussy’s campaign tackles a sustainability challenge hiding in plain sight. Most people don’t think twice about throwing away a deodorant tube, but those everyday habits add up. By combining humour with a simple, practical solution, this campaign shows how creativity and comedy can help people rethink familiar behaviours and make more sustainable choices.”

Deborah Meaden, investor in Fussy, added: “Every year, billions of single-use plastic deodorants are thrown away. That is an enormous amount of unnecessary waste from one small product in our bathrooms. So I’m delighted to support Fussy in launching its first-ever TV campaign this summer and taking a message to the nation in true Fussy style.”

The TV campaign forms part of Fussy’s wider marketing activity, spanning social and OOO, with television playing a central role in introducing the brand’s mission to a national audience and accelerating awareness of refillable personal care.