Suremen, the UK’s No1 male antiperspirant brand from Unilever UK, is offering long lasting 48-hour protection for men in high adrenaline situations, with the launch of its new variant – Suremen Adventure.
The activity will be supported with a £4m marketing spend, across TV, outdoor and digital platforms. It includes a TV ad, which airs from 4 April and a first of its kind, massive innovative promotion, using image recognition technology to play online games to win €/£10 every five minutes.
An on-pack promotion directs consumers to the online competition which has been launched alongside the new Adventure variant to drive volume and increase consumer engagement. The competition, ‘Beat the Elements’, is available to play from the beginning of April and offers consumers an interactive experience. Using a web cam and image recognition technology players can transform special Suremen deodorant cans into game controllers to race against earth, wind, water and fire in a series of online games, with over 140 cash prizes available to win every day.
A stimulating TV advert has been created to support the activity and capture the attention of males everywhere. The short version of the ad shows a man cycling through the forest and then zooms out to reveal he is actually playing the game online with the Suremen Adventure can.
The Suremen Adventure packaging uses a bright orange colour, to create maximum stand out and visibility instore.