During a match between Chelsea and Stoke City, things got heated on the pitch between Chelsea striker Diego Costa and Stoke City’s Ryan Shawcross. Costa signaling to Shawcross by sniffing his armpit and holding his nose.
We wanted to tap into this situation, and with Dove deodorant, had the perfect brand to do so. We created a reactive response that included social media assets and a sample drop at the next Stoke City press conference. Huge social buzz and talkability – with Ryan at the core of the messaging.
The mini-campaign created national cut-through, being covered on BBC Sport the very next day. The story getting 5million+ impressions in just over a day, gaining huge brand exposure for Dove consequently.