Unilever needed a communication activity that would help grow Degree for Men faster than the antiperspirant/deodorant category, and increase the brand’s relevancy with men. Degree partnered with 24 to create online webisodes created by MindShare Performance/Entertainment.
Unilever needed a communication activity that would help grow Degree for Men faster than the antiperspirant/deodorant category, and increase the brand's relevancy with Men. The partner needed to align with the brand's consumer insight around risk and reach a broad audience of men.
From consumer research, we knew that men think that risk makes life worth living. We wanted to establish that Degree for Men won't let them down when they are taking risks.
Degree partnered with 24, an Emmy Award winning program that is synonymous with risk and delivers Degree for Men's 'more power than you need, for the day you need it' message. The campaign was centered around 24-esque custom content that introduces Jason Blaine, a rookie in the Counter Terrorism Unit (CTU), and follows the risks that he faces on the job.
The stories, developed by MindShare Entertainment, were created and shot on the set of 24 by the show's Director of Photography. Content was turned into online webisodes featured on cturookie.com. Viewers were driven to the web via Rookie teasers in TV, print, online, mobile channels.
Two other key components to the year long association were Degree sponsoring the DVD release of 24's season 5, and the launch of an animated prequel to the 24 series - Day Zero - also sponsored by Degree and co-produced by MindShare Entertainment in the second half of the year.
By engaging our target audience in an environment of calculated risk, we achieved our goal to grow Degree for Men market share, and grow brand awareness association with risk.
Degree is about embracing challenge and giving men more confidence by equipping them with more power than they need for the one day they do need it, '24' is just a perfect fit. It's one of those 'Ah-ha!' moments you get in your career with marketing where everything fits together.
Marketing Director Deodorants
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