They are not the traditional activation partners around the NCAA Tournament, since they involve product lines which are well, not traditionally involved officially with college sports…alcoho. and a traditional women's activation brand. However both Guinness and Unilever's Dove brand found very smart and effective multilevel campaigns to cut through the clutter and speak to the male demo as the NCAA Tournament opened up this past week. First was Guinness, the traditional heavy stout looking to push itself into a younger and wider demo that American beers and spirits have always dominated. They took advantage of the double pop of St. Patrick's Day and the start of the NCAA Tournament to encourage people to take a time out from work. The campaign used social media and the perfect spokesperson, hoops legend Bill Walton, to tout the beauty of the lifestyle surrounding basketball, fun times with friends and the ability to step back. Walton, one of the most thoughtful hoopsters in the market, also became an imposing presence in Guinness’ commercial spots, literally standing out from the crowd at a bar, much like the brand is seeking to stand out from their competition. Given the fact that alcoholic beverages cannot officially tie with the NCAA, Guinness found their niche and exploited it in a campaign that reached the audience on many levels…those celebrating St. Patrick's Day with a casual interest in hoops, those looking to enjoy hoops with little interest in the traditional holiday, and those who needed just a break from the everyday. it was a smart and effective call to action for a brand that is traditional but still looking to find new, inventive and fun ways to grow marketshare and awareness.
Then there was the Dove brand, which has made huge strides in recent years on the women’. side b. embracing the beauty of the everyday women, and helping break down the stereotypes that are roadblocks to success for a society obsessed by a certain form or lifestyle. Dove rolled out their multi-level marketing campaign as an official NCAA sponsor with vignette's featuring everyone from Magic Johnson to Bobby Hurley, all targeting both the casual male follower of hoops as well as the women who are the purchasers for the men. It also didn’t hurt that Hurley hot his media tour just as Jalen Rose and crew were venting against his alma mater, Duke, in the Fab Five documentary on ESPN Sunday night. The. comments provided perfect fodder for extra media attention on Hurley, and hence the brand campaign, at a critical time during launch. The Dove brand is all about inner beauty and self-esteem, both for men and women. By tieing in these NCAA heroes, popular names who appeal right to the demo Dove is trying to hit, the campaign launch was very effective and again set itself apart from all the others rushing to activate during the NCAA's. Great spokesperson choices, great activation, and smart brand building.
Now all this launch success for Guinness and Dove does not happen in a vacuum, nor does is say that other sponsors activating around the tournament will not do well. What it does say is that both brands took the time to look at the field and find ways to be different and to identify the right spokespeopl. who are both appealing to the general audience and are savvy enough to deliver the right messages in a fun and effective way. That is not always the case, but here, for both Guinness and Dove, the choices on all levels have gotten them both off to a very solid start at a time when the marketplace, from baseball to hoops and hockey, is very crowded.
