Men's Scale Partnership
The Unilever and Toronto Raptors partnership strategically merged sports enthusiasm with daily grooming rituals, positioning Unilever’s products in a way that resonated with male consumers. The campaign fostered in-store sales by unifying the messaging across Unilever's four major men's brands, focusing on individuality, care, movement and strength, encouraging cross-brand and cross-category purchase. Each brand was tailored to speak directly to fans in a way that preserved its individual identity while leveraging the high-energy and widespread appeal of the Raptors, using integrated marketing channels of In-Arena, Social, Digital (Raptors & NBA.com), Broadcast, In-Store, PR, and Experiential. This approach not only amplified brand messaging but also drove significant engagement and product uptake among men.
THE PROBLEM
Unilever faced the challenge of male disinterest in personal care, which is often perceived as feminine.
THE ASK
Boost Unilever's brand visibility and engagement among men by associating its grooming products with the athletic lifestyle and widespread appeal of the Toronto Raptors.
CREATIVE INSIGHT
Just as pre-game rituals are crucial for Raptors players to perform their best on the court, grooming rituals are essential for men to feel confident and ready for their day.
THE IDEA
Unilever drove sales with targeted strategies: contests at Loblaws, branded packaging at Walmart featuring Kyle Lowry, and tailored programs at Shoppers Drug Mart, incentivizing men's grooming purchases for Raptors ticket giveaways.
The
Results
THE Results
This is the power
of partnerships
