The promotion centres on unique codes printed on the leaflets that give consumers the chance of winning tickets to npower Ashes Series 2009 on the suremen website.

Not only were the tickets printed in vast quantities requiring a fast turnaround, but each leaflet had to be shaped to fit the can and accurately applied. Additionally Denny Bros had to track any wastage and ensure that Unilever had a list of codes that were not valid.

"We were asked to produce 4m but we probably printed 4m and 10,000," said a Denny Bros spokesman. "So the challenge was in tracking that. We can't just throw them away. Unilever needed to know the numbers wasted and make sure the bin man doesn't enter 50 times."

The codes were produced on a mono digital press, while the other elements were produced on litho, after which the Fix-a-Form leaflet was brought together and die-cut.

A Unilever senior packaging technologist said: "This is the first time use for the Sure Men brand of a Fix-a-Form on-pack and we are extremely impressed with its performance.

"The Sure Men product has its reputation to uphold as the best selling male anti-perspirant brand in the UK which is why the design of the Fix-a-Form and its application had to be stringently monitored. The cricket ball image on the front cover contains the legendary Sure tick which sits neatly over the existing graphics enabling the promotion to be applied to the standard can."