Sky Zero Footprint Fund-backed TV campaign featuring Deborah Meaden challenges consumers to rethink everyday bathroom wasteWednesday 1 July 2026
Fussy asks Britain one simple question: Are you a Tosser?'Turn on cookies to view this content. Go to Privacy options and select Accept All'.
Privacy options
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: "Fussys campaign tackles a sustainability challenge hiding in plain sight. Most people dont 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, shares, 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 Fussys wider marketing activity, spanning social and Out of Home (OOH), with television playing a central role in introducing the brands mission to a national audience and accelerating awareness of refillable personal care.
Media contacts
MikeWorldWide
Izzy Brantingham / Kareena Garg
skymedia@mww.com
All Sources
Research commissioned by Fussy and conducted by OnePoll on behalf of Emerge between 2-5 June 2026. Survey of 2,000 UK adults. OnePoll is a member of the Market Research Society (MRS), corporate member of ESOMAR and a member of the British Polling Council. All respondents were double opt-in panel members and received remuneration for participation.
Latest news
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/07/2026
New AI Assistant, Multi-channel Audio, ARA2 improvements & more
Tracktion's DAW software has just received its latest major update, gaining a selection ...
01/07/2026
Stammering, stuttering, strangulated tones
The Crow Hill Company's latest creation promises to be the most original sound set they've produced to d...
01/07/2026
Exclusive run of limited-edition modelling pedals
Sweetwater and Andertons M...
01/07/2026
Sky Zero Footprint Fund-backed TV campaign featuring Deborah Meaden challenges consumers to rethink everyday bathroom wasteWednesday 1 July 2026
Fussy asks Bri...
01/07/2026
Constituency-level analysis reveals where girls miss out most on sport - and where targeted action could unlock more than £640 million in economic and health be...
01/07/2026
Wuppertal July 1, 2026
Riedel and SKAARHOJ Expand Collaboration With SimplyLive IntegrationRiedel Communications today announced an expanded collaboration wit...
01/07/2026
Apple today introduced power-packed updates to Apple Creator Studio, a groundbre...
01/07/2026
Nectar360, the Retail Media, Loyalty and Insights business of the Sainsburys Gro...
01/07/2026
9.2 million streams on RT Player between 11 and 28 June
Reach of 2.9 million viewers during Group stages of FIFA World Cup on RT 2
23 million video views acr...
30/06/2026
Could your journalism reach an international stage?
Entries are now open for the Thomson Foundation's Young Journalist Award 2026, one of the most prestigi...
30/06/2026
Brings together saturation & lo-fi effects
Following on from the release of their Voxcraft vocal-processing plug-in, UJAM have announced the launch of Retro...
30/06/2026
New IR reverb engine, Juno-inspired chorus & more
The latest version of Rapid Flow's hardware-emulation synth plug-in expands on its predecessor with a ...
30/06/2026
Excels at heavy-handed VCA compression
For their latest release, Shy Audio have recreated the crunchy' sound of a rackmount compressor that found its w...
30/06/2026
Component scarcity drives cost increases
Shortly after Apple's CEO Tim Cook acknowledged that cost increases would soon be inevitable , the company hav...
30/06/2026
Hitachi and Bank Pekao S.A. have completed the installation of the first Hitachi...
30/06/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
29/06/2026
Four-layer instrument aimed at dark electronic music
Excite Audio's latest software instrument has been designed with dark drum and bass, atmospheric te...
29/06/2026
New AI Assistant, Multi-channel Audio, ARA2 improvements & more
Tracktion's DAW software has just received its latest major update, gaining a selection ...
29/06/2026
Details environmental policies & results
The Focusrite Group have just announced that following a long audit process, they have published their 2026 sustain...
29/06/2026
Arvato Systems Achieves AWS Cloud Operations Competency
The team behind the AWS Cloud Operations Competency (from left to right: Philipp Hellmich, Johanna Bod...
29/06/2026
RT today announced that Ger Gilroy will join the RT Podcasts team to present a daily sports podcast. Launching later this year, the new show will set the spor...
29/06/2026
RT Commercial announced OUTsurance as sponsor of the Oliver Callan show on RT Radio 1 from Wednesday 1 July.
Oliver Callan doubles the fun, delivering two ...
28/06/2026
Half-size model joins Console 1 line-up
Shortly after the release of their new Flow Studio controller, Softube have announced the launch of another new surf...
28/06/2026
New EXO Series DSP control software announced
EVE Audio's EXO Series monitor range has just gained a new software element that provides remote access to...
27/06/2026
Brings together saturation & lo-fi effects
Following on from the release of their Voxcraft vocal-processing plug-in, UJAM have announced the launch of Retro...
26/06/2026
Virtual session musician plug-in gains new percussion options
Celemony's latest update for their virtual session musician platform complements the exist...
26/06/2026
Half-size model joins Console 1 line-up
Shortly after the release of their new Flow Studio controller, Softube have announced the launch of another new surf...
26/06/2026
ELT Group and Rohde & Schwarz sign a cooperation agreement to explore commercial...
26/06/2026
Flicker Productions to produce five-part docu-reality series following women who have fallen for men in prison and have become TikTok sensations, with brands an...
26/06/2026
Catch up on the latest developments across Baselight and Daylight v7, Nara and F...
26/06/2026
26. June 2026 News
DFT is pleased to announce that a second Polar HQ film s...
26/06/2026
A fresh look at how the Irish helped shape the foundations of the United States
...
25/06/2026
Six free workshops across two days
Global music education platform Music Production for Women (MPW), have just announced a brand new and highly anticipated ...
25/06/2026
Popular pedalboard PSU gets an upgrade
The DC7 v2 is a new and improved version of the renowned effects pedal PSU from CIOKS, and is said to be the thinnest...
25/06/2026
Optimised for lush, enveloping sounds
Described as an instantly rewarding reverb , the latest addition to Arturia's range of creative effects plug-ins ...
25/06/2026
27 June 2026, Westminster University Harrow Campus
GearExpo UK is now upon us, with just two days to go until 150 of the worlds top pro-audio brands and ind...
25/06/2026
alt= data-nectar-img-srcset=https://www.antonbauer.com/wp-content/uploads/2026/0...
25/06/2026
Thursday 25 June 2026
Read all about it! The Paper will return for a second sea...
25/06/2026
Thursday 25 June 2026
How to watch the 2026/27 EFL season on Sky Sports
Which EFL matches are Sky Sports showing on the 2026/27 opening weekend?
Sky Sports w...
25/06/2026
Launching today (Thursday 25 June), new RT podcast Ramble with Joe McGucken is a series of curiosity-driven conversations where actor, writer and comedian Joe ...
24/06/2026
Plus: VoiceAssist Basic now available to UA LUNA users
NoiseWorks Audio have just released an update that adds a new Mouth De-Click module to the Advanced t...
24/06/2026
New heavy-duty mic stand joins range
The latest arrival to Gator's Frameworks family introduces a new heavy-duty boom stand that's been designed for...
24/06/2026
Latest major plug-in update goes live
Waves have just announced that the latest major update for their hugely popular plug-in range is now officially availa...
24/06/2026
When assessing cellular coverage, many people look at the signal bars displayed on a smartphone, router or modem. More bars are often assumed to mean better per...
24/06/2026
Rohde & Schwarz THORIS sets new standard for counter UAS defense At Eurosatory 2026, Rohde & Schwarz is unveiling THORIS, a German engineered, sovereign count...
Sky Zero Footprint Fund-backed TV campaign featuring Deborah Meaden challenges consumers to rethink everyday bathroom wasteWednesday 1 July 2026
