Cover Story
tured the unsung moments of St. Louis
Cardinals first-baseman Albert Pujols,
New York Yankees pitcher Andy Pettitte
and New York Yankees manager Joe Gi-rardi in a series of original online videos
where they shared previously unseen moments from their lives off-the-field and
how they became comfortable in their
own skin,” Candelino says.
The experiences there, with TV,
digital media, online video and social
media led Unilever to expand “upon the
powerful insight we had uncovered in the
first iteration of the ‘Journey to Comfort’
campaign to make it even more impactful,” Candelino says. Fortunately for him,
Unilever had recently entered into a corporate sponsorship deal with the NCAA,
including promotional rights related to all
88 NCAA championship events across
23 men’s and women’s collegiate sports.
The first big event under that spon-
sorship just happened to be “March
Madness,” the well-known nickname of
the NCAA Division I Men’s Basketball
Championship tournament. “The NCAA
Tournament allowed the brand to con-
nect with our guy — men, ages 38-50 —
in a fresh, new way during a three-week
Basketball Mixed with New Media
This iteration of the “Journey to
Comfort” campaign features Johnson,
Hurley and Thompson discussing “their
personal journeys to comfort both on and
Dove Men+Care’s initial marketing push for the “Journey to Comfort” campaign started
in 2010 and included a variety of Dove Men+Care body wash, antiperspirant and
deodorant products.
event where he is already engaged. We know men 25-54 are 57-percent more likely to watch the NCAA Tournament han the average adult,” Candelino says.
off the court,” according to Candelino.
Each man’s story came to life in a series
of commercials that aired during NCAA
men’s basketball tournament broadcasts
Continued >
FREE DIGITAL
ADVERTISEMENT!
Per Inquiry services allows you to reduce your
advertising risks. If you donʼt get sales, we
donʼt get paid! Itʼs that simple.
A quick and effective way to reach your target consumers
wherever they are
Access to over 95 networks and up to 185,000,000 impressions
across the US and Canada each day
An innovative web-based platform to easily manage your campaign
Donʼt miss out on this great opportunity to
showcase your product in one of todayʼs
fastest growing medias! Call or email now
to get your free ad space!
TM
Global Infomercial Services “Reaching Out to the World”
10735 S. Cicero Ave, Suite 201, Oak Lawn, IL 60453
(p) 708-229-2424 (e) eric.edington@giservices.tv (w) www.giservices.tv
