Step Up Your Pre-Game: A Bold Play for Men Everywhere
Unilever Men’s Products
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Step Up Your Pre-Game: Unilever Partners with NCAA to Elevate Men’s Grooming
The Challenge
Unilever wanted to showcase the full strength of its men’s product lineup in a bold, memorable way. The opportunity: tap into the passion and energy of college basketball fans during the NCAA season to drive relevance and visibility for the brand.
The Insight
For athletes and fans alike, preparation is everything. Just as players gear up before hitting the court, men everywhere have their own “pre-game” rituals. By positioning its grooming products as essential to that preparation, Unilever could authentically connect its brand to the excitement of the game.
The Idea
The campaign rallied around one powerful call to action: Step Up Your Pre-Game.
Through its official partnership with the NCAA, Unilever’s men’s line became the official locker room products of college basketball. The campaign brought the energy of a coach’s pep talk to life with a fully integrated national push that included:
Print, digital, and in-store activations
Radio promotions and on-site visibility
A consumer sweepstakes sending one lucky (and clean) fan to the NCAA Final Four
The Impact
The partnership cemented Unilever’s men’s line as a trusted part of the college basketball experience:
Built brand equity through national exposure and NCAA association
Connected authentically with sports fans by linking grooming to pre-game rituals
Drove engagement through a sweepstakes that turned fans into brand advocates
By stepping onto the court with the NCAA, Unilever proved that winning starts long before tip-off.
