Degree Launches a Sweaty Second Season

In our last post, we learned that Ad Age had recently named Unilever the Digital Marketer of the Year. In today’s post, we learn more about why that award was very well deserved.  

Earlier this year we looked at a remarkable branded content campaign for Degree deodorant.  Called “The Rookie,” it was based on the popular TV series, “24”, giving fans of that show exclusive, interesting content.  I guess it must have worked pretty well for Degree and Unilever, since they just launched the second season of “The Rookie”.

There are many reasons why I like this campaign. First of all, the production values are top notch, both from a video and interactive perspective. The attention to detail is impressive, and the acting would not be out of place in prime time.  Then there is the subtle yet obvious connection to the product. Plus the additional opportunities to interact with the brand. The only thing I missed (it must be coming up in subsequent episodes) is the participation of Cincinnati football star Chad Johnson. He is also the star of the Degree TV ads, which, frankly, pale in comparison to this effort. If you want to learn more about the work, here is what Ad Age had to say about it.