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Degree® Antiperspirant

One of the biggest challenges marketers face: Reposition your brand without alienating your loyal brand “disciples.” If you face this challenge, you’ve come to the right place.

Unilever wanted to reinvigorate the Degree Antiperspirant image and grow its market share among 28- to 35-year-old men but, do it without losing its loyal female customers.

What better way to reinforce a “Kicks-in In the Clutch” brand positioning than to align it with a sport recognized as the ultimate test in strength and endurance, triathlon. Active Marketing Group identified the Ironman Triathlon racing series as a sports property that closely matched the exact target audience and brand identity of Degree for Men.

After structuring a multi-year licensing and sponsorship agreement between Degree and the World Triathlon Corporation, Active executed a variety of strategies designed to establish credibility for the new Degree Ironman products among the target audience.

ActiveInsight:
• Created and managed Degree’s onsite presence at event expos nationwide.

• Recruited and managed a team of 140 peer-to-peer brand ambassadors for the Degree Ironman Team. Amateur athletes competed and represented the brand at hundreds of events across the country.

• Distributed hundreds of thousands of Degree samples at hundreds of endurance events nationwide.

• Created and managed a national integrated promotion campaign that awarded four lucky consumers an opportunity of a lifetime: Six months paid time off from work to train for the Hawaii Ironman – the international championship and the worlds most amazing test of endurance.

• Developed and consulted on Degree Ironman’s Web site presence.

Results:
A program reach of hundreds of thousands of men within Degree’s target audience.

Degree obtained 98% aided recall for their sponsorship of Ironman among male endurance athletes as well as the increased “Intent to Buy” at the events for which Degree was present.

Additionally the brand gained international PR exposure through TV broadcasts, print and the Web for their innovative promotional program.

For more information about how the Active Marketing Group can help you, Contact Us.

© Unilever Ironman © World Triathlon Corporation