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Newell Rubbermaid     ACE Rules of the Game


media tour impressions


in ad equivalency
Leader was asked to create a compelling in-store campaign for Newell Rubbermaid's ACE brand designed to break down stereotypes of male grooming.
Our Solution:
Leader utilized pro athletes to create a national campaign around the ACE Rules of the Game, equating "grooming rules" to the rules of football. Leader managed POS, sweepstakes, athlete negotiation, photo shoots, radio spots, mobile tours, viral videos and visual elements for the campaign.
ACE Rules of the Game captured the attention of both consumer and media, creating $4.8 million media tour impressions and an ad equivalency of more than $600,000.