Sport Industry Group

Shield & Brand Inc Sport ready for RWC 2011- 8 Sep 2011 00:00:00

With the Rugby World Cup 2011 kicking off tomorrow, sports design and advertising specialists Brand Inc Sport has been awarded the task of leveraging the Shield for Men sponsorship of the Springboks.

The South African Rugby Union announced in July that Unilever’s Shield brand had signed on as the ‘Official Deodorant of the Springboks’.

Chris Heaton, managing director of Brand Inc, said: ‘We take great pleasure working alongside blue-chip clients like Unilever and on brands like Shield’.

‘The Springbok sponsorship campaign isn’t merely a fresh creative approach to working with the existent look and feel of the brand, but also a strong strategic push in trialling the product and then pushing consumer purchase to build and promote the deodorant’.

Unilever approached Brand Inc to work on its sports sponsorship campaign following a referral from the South African Rugby Union.

Heaton added: ‘Our aim is to cultivate the Shield brand through sports associations – all in accordance with Unilever’s goal of doubling their business while reducing their environmental impact on the whole’.

The entire roll-out of the campaign will be seen in early September in line with the build up to the Springboks’ world title defence at the 2011 IRB Rugby World Cup in New Zealand.

The elements for the campaign include television, out of home, digital media, brand activations and point of sale executions.

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