48 hours before the start of England’s first test match of the summer saw England’s all-time leading Test wicket-taker Jimmy Anderson was revealed as the new face and athlete ambassador for Brut Sport Style.
The launch event – supported by PR, appearances, on-pack, in-store and a social campaign – saw Anderson visit Lord’s to unveil the men’s grooming brand tie-up and to reveal that Brut Sport Style has also signed a deal with the ECB as a Test match ground partner.
This Test match ground partnership will see Brut Sport Style board branding and signage at all England’s Test, ODIs and iT20’s stadiums for the games against Sri Lanka and Pakistan this summer.
Anderson’s ambassador campaign will primarily span on-pack and in-store promotions that will see the cricketer’s campaign imagery used by Brut Sport Style across supermarkets, pharmacies and other retailers.
Anderson will feature on a special Brut gift pack launched ahead of Father’s Day.
The partnership will also be pushed through digital and social channels and Brut Sport Style is working with Anderson on a range of content assets for its Facebook, Twitter and Instagram platforms with work all urging fans to show and share how they are a #ManOfSport.
Days prior to the launch Brut initially teased the endorser announcement on its social channels,
A legend of English sport is coming to Brut Sport Style this Monday… #ManOfSport pic.twitter.com/IotyY2Xe9B
— Brut (@BRUTforMen) May 14, 2016
before turning the tease into a ticket giveaway in the form of a competition to guess the name of its new cricket ambassador based on the tightly cropped tease phase imagery
Guess the legend using #ManOfSport by 8pm 15/05 for chance to #win tickets to Day 1 of the 1st SL Test @YorkshireCCC pic.twitter.com/3jwRWToMBL
— Brut (@BRUTforMen) May 14, 2016
and to boost its social following with a classic incentivised list building mechanic.
RT & follow to win a pair of tickets to Day 1 of the 1st Test at Headingley this Thursday. Enter by 8pm 17/05/16 pic.twitter.com/tAbpkvcUTL
— Brut (@BRUTforMen) May 16, 2016
This was followed with a launch day social reveal on the brand and the player’s channels,
I’m delighted to be joining @BRUTforMen. If you’re a #ManOfSport check out the Brut Sport Style range
