Our challenge was to find a way to break through in a noisy category (Men's Personal Wash & Deodorant) that has been overcrowded with slapstick humor and sex appeal. Our objective was to drive awareness for a relatively new brand among men (30-55) most of whom are married with kids and are big sports fans. Our strategy was to partner with target-relevant high-profile sports figures, but portray them as relatable, "everyday guys." Rather than have them talk about the benefits of using the product, as most brands do, we believed that consumers would be more interested in hearing personal stories from their past that drove home our brand message about comfort and confidence.