Degree Men and ESPN Deportes premiered its first documentary-style soccer show entitled Frente al Reto. An eight-part series profiling eight of the top soccer players hoping to make it to the World Cup. Branding will extend to radio, as well as online. The episodes will air every Monday for eight consecutive weeks on ESPN Deportes at 8:30 p.m. ET. The program will debut in Latin America March 14, 2010.
Produced by ESPN Deportes, in collaboration with Walton Isaacson, Frente al Reto is the network's first major step in the content development arena, outside of studio shows. Degree Men, presenting sponsor and official antiperspirant and deodorant of Mexico's National Soccer Team, worked closely with ESPN Deportes during pre-production to seamlessly weave in Degree Men's product performance messaging and bring to life the essence of the brand's campaign theme, "Siempre Enfrenta El Reto" (Always Take on the Challenge).
In addition to television exposure, Degree Men's branding will extend to radio, as well as online on www.frentealreto.com, a microsite exclusively created for the series. Mindshare, Degree Men's media agency of record, managed the media planning.
For an in-depth story on the Degree Campaign, check out AdAge.