Household Products

When spectators were barred from the delayed Tokyo 2020 Olympics, P&G owned skincare brand SK-II switched its activation to a campaign helping female-owned Tokyo businesses stay afloat during the pandemic restrictions.

Activating its Norwich City partnership in 2020-21, men’s makeup brand War Paint for Men worked with current and former Norwich players on a long-form video series that aimed to support positive conversations around men’s mental health on and off the pitch.

In December 2020, P&G leveraged its multiple Olympic-related partnerships for a TikTok campaign that celebrated individual acts of love recognising how Tokyo 2020 was different from all previous Games.

P&G detergent brand Tide promoted its ‘Tide Hygienic Clean’ product with a Peyton Manning-fronted NFL activation running from September 2020 to February 2021.

As India began reopening from its first national lockdown in late October 2020, soap brand Lifebuoy leveraged its partnership with IPL team Royal Challengers Bangalore to promote habits like wearing a mask, social distancing and maintaining proper hand hygiene.

Unilever deodorant brand Rexona used its 2020-21 Big Bash League rights to drive home its key product message about keeping cool under pressure by placing the brand logo under the arms of BBL umpires.

P&G beauty brand SK-II reacted to the pandemic-enforced delay of the 2020 Tokyo Olympics by pivoting to a tactical, social-first campaign targeting young Japanese women and fronted by swimmer Rikako Ikee.

In 2017, NFL official beauty partner CoverGirl created first all-female pre-game show to tackle sports media stereotypes and speak directly to the 69 million female American Football fans.

In 2018, men’s grooming brand LEA leveraged its partnership with Deportivo Alavés through a national online and print advertising campaign.

P&G detergent brand Tide used the start of the 2019 NFL – and its NBC media partnership – to kickstart a national debate about the best night to do laundry.

After 170 years of trading, high street chemist Boots’ first sport sponsorship backed women’s football via partnerships with all five football associations in the British Isles.

Dove Men+Care used its rights in deals with the British and Irish rugby unions to create a combined campaign that ran from the 2019 Rugby World Cup to the 2020 Six Nations.

Procter & Gamble deodorant brand Secret kicked off conversation about women in sport with a Super Bowl LIV ad spot involving US women’s soccer superstar Carli Lloyd.

US personal care brand Remington signed a multi-year global partnership with Manchester United after a two-year selection process.

Unilever’s male grooming brand Axe is spearheading the multinational’s interest in esports following its multi-year, global deal with League of Legends Esports events.

Unilever’s wide-ranging sponsorship of the Williams Racing Formula One Team addressed business needs across the Rexona brand, customer development and the Unilever supply chain.

#EatLikeAPro was a global, social media-led campaign from FC Barcelona sleeve sponsor Beko (working with Unicef) which aimed to raise awareness of the problems of childhood obesity, raise funds, and offer club- and brand-led solutions to alleviate the problem.