SureMen launches World Cup campaign

SureMen, the Unilever owned male anti-perspirant range, is supporting the launch of its Sport Defence variant with a  £3m World Cup themed campaign.

SureMen
SureMen

The marketing campaign will include outdoor, digital, press and in-store activity, as well as a TV ad campaign, which will launch in April.

The new product will be launched in a gold World Cup canister and an on-pack promotion to enter a sweepstake and win cash prizes will run across the entire Sure Men 250ml range.

Consumers can log on to the campaign site where they will be allocated a country to support during the World Cup and will win between £5 and £50 as their team progresses through the tournament.

David Sandall, brand manager for SureMen at Unilever UK says: “The World Cup is a key event for the SureMen target consumer. The on pack promotion will encourage shoppers to engage with both the tournament and the brand.”

The tie up with the 2010 FIFA World Cup follows similar brand partnerships with sports events in the past.

SureMen worked with Iris London and Iris Digital on the campaign. Media planning was handled by Mindshare.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here