Degree for Men’s national sponsorship of the World Series of Poker and the U.S. Poker Championship incorporated television, online and local on-site activation. Poker, a game that epitomizes risk, became the rallying point behind Degree’s risk message. To articulate the notion of inspiration and risk-taking, the Brand strategically engaged the target with the risk message across several communication points. Each element helped to extend Degree’s association with and understanding of risk.

Achieved sales goals and delivered share objectives while sales growth is outpacing the category – the brand is up +33% vs. a category growth of +16%. The online poker sponsorship generated significant increases across all Brand metrics. Due to the successful programme, Degree will be renewing its association with poker.