Keeping guys cool even in the most extreme conditions.
Degree for Men asked for help showing guys that they could keep them cool, even under the most demanding circumstances. We created a series of physical and digital brand activations, that tapped into our targets love of the extreme. The multi-year partnership helped quadruple Degree’s market share in three years.
First, we partnered with Tough Mudder, the country's most extreme endurance fitness event, showing participants that Degree could keep them feeling fresh, even when covered in mud and sweat.
As a founding sponsor, we created two RFID-enabled, branded obstacles, “Everest”, an 11” x 40” greased ramp and the “Berlin Wall.” As contestants conquered these challenges photos were snapped and instantly uploaded to social accounts, so participants could share their successes (and failures).
To bring the partnership to the next level, we enlisted the help of the supreme leader of adrenaline junkies, Bear Grylls, and the Discovery Chanel, to build "The Adrenalist", a digital hub for guys looking to embrace the extreme.
The site served as the home for our branded content and straddled the line between editorial and advertising, helping to cross promote other Degree initiatives.
“The Adrenaline Lab”, Bear interviewing other badass kindred spirits, and “Team Everest”, a series following a team of 11 tough SOBs we recruited to compete in the World's Toughest Mudder challenge, were standouts.
Then we teamed up with another Unilever brand, Clear, developing a multi-brand sponsorship deal with Formula 1 and Team Lotus, reaching a new, more affluent audience.
We brought the sponsorship to life in the Lotus Team’s vehicle livery and uniforms, print, digital and social.
And to top it off, we created a series of pop-up sampling activations at US F1 races, creating remote controlled car races that mirrored the actual routes.
