Unilever

Case Study Unilever

Partnership Overview

Multiple personal care and food brands within the Unilever portfolio have looked to leverage the power of soccer through properties including U.S. Soccer, Mexican National Team, and Major League Soccer.  Since 2009, GESM has been part of an integrated agency team helping to drive both retail and brand building objectives.

Our Role

We have performed many different responsibilities for Unilever over the years utilizing the full breadth of our Agency expertise.  There has been one constant though; strategic thought leadership. Unilever and their Agency partners look to us to help guide all aspects of investment and marketing strategy when it to comes to leveraging soccer.  From high level strategic property insights to recommendations on premiums items that will resonate with the fan, our unique POV helps guide and shape all aspects of a campaign.

Central to any CPG brand marketing, of course, is shopper marketing.  Our team has been called upon to build shopper tactics, develop key assets, and execute retail promotions and in-store retail activities targeting both General Market and Hispanic shoppers.

ACTIVATION HIGHLIGHTS

  • We orchestrated 84,000 Mexican National Team fans to do the wave for seven (7) consecutive minutes during halftime of a Mexico vs Brazil match at AT&T stadium in Dallas! The feat provided Degree Men with a Guinness World Record and a breakthrough PR stunt to promote the brand’s new MotionSense tagline “the more you move the more it works.”

  • Supporter groups are inherently skeptical of corporate America. Trust is not easily established.  For World Cup 2014 we architected an authentic collaboration between the Degree brand and the American Outlaws, the official U.S. Soccer supporter group.  The partnership included the creation of a Degree branded content series chaptering the Outlaws entire experience in Brazil following the U.S. Team.


  • How do you integrate eight individual food brands into one unified scale campaign? The answer: Tu Seleccion.  Our campaign concept and visual identity provided a communication platform that seamlessly carried across retail, experiential, and PR, executions.

  • Clint Dempsey scored the 5th fastest goal in FIFA World Cup history when he netted after 29 seconds against Ghana in Brazil 2014. We leveraged this insight to create a unique piece of branded content amplifying Degree’s Do:More campaign. “Do More in 30″ pitted four Seattle Sounders and US National Team fans against each other in a fun quick-fire question and answer challenge with Clint.