Sure, Unilever’s market leading deodorant brand* has unveiled it will be partnering with Premier League clubs Chelsea, Everton and Southampton in a bid to drive awareness amongst the brand’s key audience.
Sure has been delivering long lasting protection against sweat and odour for over 50 years inspiring a fresh and confident approach for its target market. The campaign will intrinsically link the brand’s approach to high pressure moments often experienced by players, managers and fans within football.
The multi-platform campaign will see Sure creating regular content on its football-dedicated Twitter channel @Sure using the hashtag #NeverMoreSure, which aims to showcase that confidence to perform in the moments that matter, can often be the difference between winning and losing. It’s the attitude of knowing how to perform and preparing for such moments that makes you #NeverMoreSure.
Sure has also signed Premier League stars Eden Hazard (Chelsea), Ross Barkley (Everton) and Fraser Forster (Southampton) as brand ambassadors, each of whom will feature prominently in launch films and wider campaign activity on VOD, Twitter, Facebook and Snapchat. As part of the club sponsorship deals, Sure will receive a number of partner rights including LED advertising, tickets and hospitality, access to players and a host of ‘money can’t buy’ experiences, to offer in bespoke consumer competitions.
The campaign will also see Sure partnering with Perform Group to launch the Opta powered ‘Goal Pressure Index’ – a bespoke algorithm developed to analyse player performance under pressure. The Pressure Index will be an integral part of the campaign and the formula will take into account key considerations such as time of goal, position in the league, specific opposition and rivalries when determining how well an individual player has performed under pressure across the season.
This unique rating system will give fans a further insight into player and team performances, all showcased through weekly preview and review shows streamed via Goal, the world’s largest online football publisher.
Claudio Bellen, Senior Brand Manager of Sure UK & Ireland commented: ‘We are thrilled to announce our sponsorship of these three top football clubs. Football is the most watched sport in the UK and is a key passion point for the brand’s target audience.”
*Source: Nielson data 31/12/16