Shield: Be The Next Champion

Shield, the deodorant brand, got men to start using the brand more often in South Africa by proving its value with soccer.

Campaign details

Brand: ShieldLead Agency: GorillaRegion: EMEA

Strategy

Objective

Deliver brand sales. Increase Total Shield Penetration in core LSM B market.

Build a Shield platform that can offer long term benefits for the brand and its consumers.

Get men to start using Shield more often by proving its efficacy within a relevant passion point: Soccer.

Target Audience

LSM B 18 - 35 male.

Driven, aspirational and motivated. Opportunity seeker.

A passion for soccer; seen as a form of escapism from everyday life.

Creative Strategy

For millions of South Africans, soccer is more than a game....

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