Unilever shares surge on 16-year high sales growth, World Cup ad campaign cited

The consumer goods giant reported its strongest sales performance in over a decade, driven by a high-profile World Cup marketing push and a massive social media creator recruitment drive.

By Handelsavisen Newsroom · Automated 2026-07-28 10:58 UTC · 1 min read

Unilever shares climbed sharply in morning trading after the consumer goods conglomerate reported its strongest sales growth in 16 years.

The surge followed reports that the company’s aggressive advertising strategy during the World Cup, particularly for its deodorant brands, significantly boosted consumer demand.

This marks a notable acceleration for the firm, which has previously upgraded its full-year financial outlook citing robust quarterly performance.

The company’s chief executive described the World Cup as a "pivotal moment" for the business, highlighting the effectiveness of its marketing spend.

To amplify its reach, Unilever recruited 50,000 social media "content creators" to promote its products, a move that appears to have resonated with global audiences.

This digital-first approach complements traditional broadcast advertising, creating a multi-channel impact that drove the sales figures higher than anticipated.