Wild is a London refillable natural deodorant brand founded in 2019, built on a DTC subscription and compostable case design, acquired by Unilever in 2025.
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See all ads on AdLibrary →Wild was founded in 2019 by childhood friends Freddy Ward and Charlie Bowes-Lyon in London. The brand launched a refillable natural deodorant with a compostable aluminium case and plastic-free refills delivered on DTC subscription. Wild expanded into body wash, hand wash, and lip balm before Unilever acquired the brand in 2025.
Wild's paid media strategy was built around high-volume Meta acquisition targeting eco-conscious millennials with a clear value proposition: natural, effective, and plastic-free on subscription. Creative heavily featured the aluminium case as a tactile hero product — something visually distinctive on a shelf of white plastic tubes. Trial-offer mechanics ('Your first refill free') reduced entry friction. Browse Wild's ad creative at AdLibrary.
Facebook and Instagram were Wild's primary growth channels pre-Unilever acquisition, with a mix of video ads showing the refill ritual, UGC testimonials, and subscription-value calculators. The brand's bold case design photographs exceptionally well, enabling high-performing static carousel ads. Post-acquisition, paid media strategy has likely shifted towards retail media and broader brand awareness beyond the DTC subscription core.
Copy leads with plastic-reduction impact — quantified claims like '35 plastic bottles saved per year per subscriber' translate sustainability into tangible action. Scent range breadth ('12 fragrances') signals product quality beyond the sustainability hook. Subscription framing emphasises convenience and savings. Post-Unilever, retail availability messaging ('Now in Boots, Tesco') broadens the target audience beyond eco-early-adopters.
Wild demonstrates how to accelerate a sustainable DTC brand through quantified impact storytelling — making abstract environmental claims concrete ('35 plastic bottles saved') converts better than vague green language. The refillable case as a physical product doubled as a marketing asset: beautiful enough to show on social, distinctive enough to prompt word-of-mouth. The Unilever acquisition validates the model while presenting a classic DTC-to-mass-market transition challenge.
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