SBD/March 11, 2013/Marketing and Sponsorship

Degree Rolls Out New Sports-Themed Campaign With Lolo Jones, Carmelo Anthony

Degree Men and Degree Women are "being placed under the same creative umbrella, with a single campaign and a shared strategy and tag line," according to Andrew Adam Newman of the N.Y. TIMES. The brand’s new commercials feature Knicks F Carmelo Anthony, Thunder F Kevin Durant, U.S. women's national soccer team F Alex Morgan and Olympic hurdler Lolo Jones "training in a sport other than their primary one, for both endurance and relaxation." Jones is shown "riding a bobsled" followed by a voice over promising, "Degree -- it won’t let you down," and the tag line for the campaign, "Do:More." In another spot, Morgan is shown "carrying a surfboard and oar to the beach for stand-up paddleboarding," while Anthony in a spot boxes and Durant cycles. While the "creative approach in all four ads is similar, the spots end by featuring a men’s or women’s product in alignment with the athlete’s gender." Another "Do:More" commercial that "does not feature celebrities shows both men and women working up a sweat." Degree declined to reveal "how much it intended to spend on the campaign," which comes via Davie Brown Entertainment, part of the Omnicom Group. Unilever North America Senior Marketing Dir for Deodorants Gaston Vaneri said that because Degree "was promoting the motion-activated formula in all of its products, it chose an overarching campaign that featured male and female athletes being active beyond their primary sports." He added that such an approach will "resonate with consumers who are increasingly cross-training, as evidenced by the popularity of triathlons and Tough Mudder, an extreme obstacle course competition" (N.Y. TIMES, 3/11).
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