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Unilever scores with Toronto raptor

Kyle Lowry hired as spokesperson for new antiperspirants, across multiple brands

Unilever Canada has tapped Toronto Raptor Kyle Lowry as a spokesperson for its new Dry Spray Antiperspirant formula. The formula, which goes on instantly dry according to Unilever, has launched across various brands globally.

Lowry, who also just signed a deal with Sport Chek, will support programs for Unilever’s Degree, Axe, Vaseline Men and Dove Men+Care.

“He’s a leader in his sport and someone who always pushes his boundaries and strives for excellence. And that’s what we do in our own category,” said Jessica Grigoriou, marketing director at Unilever Canada. “As a leader in deodorant, we always push ourselves to stay at the forefront of innovation… We felt there was such a great link between what we both try and accomplish.”

A launch event took place on Feb. 7 at Square One mall in Mississauga, Ont. At the event, which was attended by 700 fans, Lowry participated in a Q&A, conducted a demonstration, and hosted a meet and greet with 50 fans who had won a contest.

Grigoriou said Lowry won’t be appearing in any paid advertising, but he will take part in various events and activations, in addition to speaking to the media. Paid ads will be developed for each individual brand.

Unilever Canada is also launching a Twitter contest in mid-February, giving consumers the chance to win a 48-hour VIP experience in Toronto. People can enter by using the hashtag #trydry and sharing what their ideal 48-hour experience would be.

Harbinger is handling PR for Unilever.

This article first appeared in Marketing Magazine

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