Degree’s foray into the high-pressure world of poker was a national first and the perfect way to create an individual personality and re-capture marketshare. The poker revolution compliments the brand’s positioning ‘For Men Who Take Risks’. In the preliminary regional tournament events, 1000 players competed in Western Canada, and an additional 1000 players in Eastern Canada. These 2000 competitors played down to a final table of 5, where one was crowned champion – winning an unprecedented prize of $100,000, a trip to LasVegas, a seat at the World Series of Poker, and a chance at a promotional hand for $1 million.

The contest had 43,969+ unique entrants and 100,000+ unique visitors to web. With 1million+ viewers - the Degree Poker Championship was the most watched poker television program in Canadian history. The strength of this programme produced results linked to purchase. The brand switched from consistent losses to an incredible 36% increase in sales for 2005 – turning Degree for Men into the fastest growing brand in the male AP/DEO category. The DPC itself has garnered 46,454,962 media impressions. Because of the breakthrough results, Degree has committed to continuing the program for years to come.