03.09.22
Dollar Shave Club has been named the official razor of the NCAA and March Madness, and the Unilever-owned brand has signed a NIL deal with college basketball player Drew Timme of Gonzaga.
Rules have changed around NCAA athletes and endorsements. Athletes can now earn compensation from their name, image and likeness.
Unilever is an official corporate partner of the NCAA.
Dollar Shave Club’s is calling Timme the first and only "chin-fluencer.”
The effort is part of the brand's Noticeably Smooth campaign, which includes a new television commercial that will be broadcast nationally during March Madness games. Titled "Mafia,” the commercial is said to showcase the brand's signature wit, featuring an alleged mafia boss and his cronies becoming mesmerized with the silky smooth shave of an associate. Developed by Dollar Shave Club's in-house creative team, the :30, :15 and :06 spots will run across national broadcast and cable networks throughout 2022, with radio, digital and social extensions.
Dollar Shave Club is giving fans the opportunity to win tickets to the Men's Final Four. Through Monday, March 14 at 11:59pm PT, people can join by sharing a photo entry of their own smooth chin on Instagram or Twitter, tagging @dollarshaveclub and using #chintry in the post.
"March Madness is a tournament unlike any other - the school spirit, the fan traditions, the student-athletes, the passion. It all adds up to one of the most memorable sports moments of the year," said Kerry Sullivan, chief marketing officer at Dollar Shave Club. "So, where better for the Club to show up and help fans make the most of what makes them unique."
Rules have changed around NCAA athletes and endorsements. Athletes can now earn compensation from their name, image and likeness.
Unilever is an official corporate partner of the NCAA.
Dollar Shave Club’s is calling Timme the first and only "chin-fluencer.”
The effort is part of the brand's Noticeably Smooth campaign, which includes a new television commercial that will be broadcast nationally during March Madness games. Titled "Mafia,” the commercial is said to showcase the brand's signature wit, featuring an alleged mafia boss and his cronies becoming mesmerized with the silky smooth shave of an associate. Developed by Dollar Shave Club's in-house creative team, the :30, :15 and :06 spots will run across national broadcast and cable networks throughout 2022, with radio, digital and social extensions.
Dollar Shave Club is giving fans the opportunity to win tickets to the Men's Final Four. Through Monday, March 14 at 11:59pm PT, people can join by sharing a photo entry of their own smooth chin on Instagram or Twitter, tagging @dollarshaveclub and using #chintry in the post.
"March Madness is a tournament unlike any other - the school spirit, the fan traditions, the student-athletes, the passion. It all adds up to one of the most memorable sports moments of the year," said Kerry Sullivan, chief marketing officer at Dollar Shave Club. "So, where better for the Club to show up and help fans make the most of what makes them unique."