Solution
Ace (a subsidiary of Newell Rubbermaid) asked Leader to help re-brand and re-introduce the Ace brand to men with a campaign to break down stereotypes relative to male grooming. Leader created a national viral campaign around the Ace Rules of the Game, which equated "grooming rules" to the rules of football. For instance, a "unibrow" would be a "neutral zone infraction," or a "face mask" would be an "over-grown beard."
Service
Leader developed and executed all of the elements featured in the campaign including a series of viral videos, a microsite, the solicitation and negotiation with the program's spokesperson, the development and execution of a mobile tour that visited college and professional football stadiums, a national sweepstakes, product sampling, an online media buy and a national publicity campaign producing coverage on national television, radio and print outlets.
Success
The program was an important grassroots effort for the brand seeking to increase awareness and generate trial among its target consumer base. The brand used the campaign to sell Ace products into retail while generating more than $2 million in equivalent ad value through the media coverage surrounding the program.