Unilever’s deodorant brand, Sure Men Sport, has signed up England cricketer, Andrew “Freddie” Flintoff, to be the brand’s ambassador.
Flintoff, who played a prominent role in the winning England team for the 2005 Ashes Series, will front a £3m marketing campaign created by Iris. It will include print, online, radio, sampling, extensive on-pack promotion and PR.
Sure is extending its involvement in cricket by also sponsoring Sky Sports’ Cricket AM and has become the official partner of the test match grounds for the 2009 Ashes.
An on-pack competition will launch April 20 and will offer consumers the opportunity to win a pair of tickets tot see the Ashes every four hours throughout May, June and July. The creative idea of the promotion is to echo the 24 sweat protection provided by Sure Men Sport.
Louise Brunt, senior category manager for men’s toiletries, Unilever UK, says: “The Ashes is the biggest home sporting event of the year and is perfect fit with the Sure Men Sport target audience.
“We expect the huge support for the re-launch to really drive sales and average weight of purchase as well as brand awareness.”
It will be the first year the Ashes series will be aired live on Sky Sports since it won the broadcast rights to show live England test matches in 2004.
In December, sportswear brand Puma signed Flintoff to star in its campaigns. The deal runs for four years and sees Flintoff playing in Puma footwear, using Puma cricket equipment and wearing Puma lifestyle ranges off the pitch.
He will also promote the brand’s 2009 collection of cricket equipment, which has been designed with green issues in mind