Unilever's Degree Targets The 'Wild' In Men
Degree antiperspirant is looking to reach the ever-elusive male demographic by offering it the opportunity to consort with pro athletes and "Man Vs. Wild" star Bear Grylls to promote its new Adrenaline Series line of antiperspirant, which the company says responds to increases in adrenaline by releasing extra scent.
To attract the men, the Unilever brand has partnered with the Discovery Channel to launch a Web series, "Fan Vs. Wild." The series will depict four contestants participating in wilderness challenges that will begin airing on a microsite, www.fanvswild.com, in August. Hopefuls can enter to be one of the contestants through Degree's Web site before April 30. (The entry asks the men to submit a photo and essay about how they love the thrill of adventure.)
"Degree Men captures that raw spirit guys have to embrace adventure and whatever challenge life throws at them," Jay Matthew, director of marketing for Degree Men, tells Marketing Daily. "As the world's most iconic adventure man, Bear Grylls embodies that spirit that makes adventurous guys identify with him."
The show will feature a roster of undisclosed pro athletes to help mentor the contestants through the challenges. The athletes will also judge each competitor on how they approached each challenge. The winning competitor will star along with Grylls in an hour-long episode of "Fan Vs. Wild" to air on the Discovery Channel in the fall.
"We decided to include pro athletes in the campaign to help deliver the message that no matter what the adventure -- from a weekend in the wilderness to a pick-up game of their favorite sport to their daily commute in the concrete jungle -- Degree Men allows guys to embrace the thrill of adventure," Matthew says. "Showing guys that they can embrace the thrill of adventure in all facets of their life will help us ensure they are engaged and responsive to the new product."