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.