Across the three brands, the new-look cans use on average 25% less aluminium, and 53% more cans fit onto a pallet so fewer lorries are required, meaning a cut in transport emissions. Unilever has invested heavily in advertising, in store and online, to demonstrate to consumers how the technology works and the multiple benefits of the product. After the first year of using the new compressed technology, Unilever sold approximately 12 million cans of compressed deodorant, resulting in a saving of 77 tons of aluminium – enough to make 38,000 bicycles. The technology is being rolled out in 2014 to include all of Unilever's male deodorant brands and the remaining female brands, meaning that more than 40% of Unilever UK & Ireland's aerosol deodorants will be compressed by the end of the year. This is the first significant packaging reduction initiative for aerosol deodorants since they were launched in the late 1960s.