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Commerce & Shopper: Experiential Shopper Marketing

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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%.


Brand: Unilever Beauty and Personal Care
Client: Unilever
Agency: Arc Worldwide
Language: English

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