Texas Barber Bracket
Guys’ participation in grooming was down since March 2020, and men were looking rough. As the official men’s personal care products of the NCAA, Unilever needed a way to get men grooming again. With the Sweet 16 in Texas, Unilever brought a barber-bracket-style tournament to local retailer H-E-B. Barber finalists hit the road in a traveling tailgate that put fans in the barber chair to get them game day ready. The program drove trial of Unilever brands, raising men’s grooming sales 11.8%.
Client
UnileverFranck Valas, Shopper Marketing Lead - Grocery & Emerging
Alyssa Offer, HEB Customer Business Manager
Laura Garcia, HEB Customer Business Manager
Jayme Jansky, Head of Omni-Channel Shopper Marketing
Steve Kohring, HEB Sales Team Lead
Lead Agency
Arc WorldwideJacqueline McCabe, Creative Director
Denise Henderson, Account Director
Jeff Gabuzda, Strategy Director
Emma Eason, Senior Account Executive
Hunter Whitney, Account Executive
Ryan Lowe, Senior Art Director
Rachel Duncker, Executive ProducerLauren Elliott, SVG, Strategy Director
Lynn Cross, SVP, Account Director
Alma Klein, SVP, Creative Director
Susan Laesch, VP, Client Operations Director
Arm Theinpeng, Associate Creative Director
Cooper Slack, Junior Art Director
Kristen Sims, Senior Project Manager
Maggie DeGarmo, Project Manager
Donna Biancalana, Project Director
Alaina Africano, Associate Creative Director
Steven Jaynes, Senior Copywriter
David Reiss, Copywriter
Mary Wright, Junior Art Director
Teddy Nagaro, Associate Director, Midwest Print and Digital
Contributing Companies
Publicis HawkeyeHeather Casteel, VP, Production
Kali Blechle, Event Producer
Bryce Adams, Senior Director, Partnerships
Allison Spence, Manager, Business Strategy and Success
Holland Miller, Senior Brand Manager
Jacob Guy, Manager, Digital Investment
Mason Bates, Head of Sponsorships
Rebecca Corrigan, Associate Director, Ecommerce
Haley Ng, Enterprise Account Executive
Matthew Epstein, Digital Account Manager
Gallery
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