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Strategy October 26, 2018

Famous Mascots Don ‘Staches In ‘Movember’ Promo

Plus, T-Shirts and a Fossil hybrid watch + digital dial are among the branded merchandise supporting the annual men’s health initiative.

By  Christopher Ruvo

The Jolly Green Giant is going the full Tom Selleck for “Movember” – and we’re pumped:

It seems Magnum approves, too.

Green Giant, which sells frozen and canned vegetables, is giving its iconic mascot the moustache treatment this November because the brand is an official partner of the Movember Foundation, an organization that raises funds and awareness around prostate cancer, testicular cancer, men’s mental health and suicide prevention. The foundation’s annual “Movember” initiative encourages men everywhere to grow a moustache during the year’s 11th month in support of the men’s health issues.

In addition to the Jolly Green Giant, Mr. Peanut, the mascot for snack-food company Planters, and Mr. Monopoly of the board game fame, are also said to be growing curtains for their upper lips in support of the Movember Foundation.

We bring up the mascot ‘stache mania because we think it’s an interesting example of how partnerships and strategic co-branding can enable a brand to do good, entertain audiences, and garner credible positive attention in a way that can go far in the social media age.

Plus, the campaign is just fun. Consider: In addition to sporting a new moustache on the Green Giant logo, the 55-foot tall Jolly Green Giant statue in Blue Earth, MN will debut a moustache on November 1. The statue's moustache will weigh about 15 pounds and measure over 4 feet long. Given the size, it would take an average man eight years to grow a moustache of equivalent length, Green Giant says. Also, each week during Movember, the Green Giant logo will feature a stylish new moustache across all the brand’s online social platforms. A Green Giant billboard in New York City’s Times Square will get ‘stache-styling too, and Green Giant will donate money to the Movember Foundation. Mr. Monopoly approves:

View this post on Instagram

We couldn’t agree more Mr. Monopoly. Thanks for stopping by the Movember office!

A post shared by Movember (@movember) on Oct 11, 2018 at 6:48am PDT

Beyond the mascot shenanigans, official Movember merch from the Movember Foundation is hyping the moustache-growing campaign. Swag includes these tees:

Other official Movember Foundation merch includes a hybrid watch + digital dial created by Fossil, the parent company of promotional products supplier Fossil Corporate Markets (asi/55145). The no-charge hybrid smartwatch features a 42mm stainless steel case with a moustache-printed dial, moustache embossed strap, and smart capabilities that include activity tracking, filtered notifications, music control, and water resistance (up to 50m). Customers who own a Fossil touchscreen smartwatch can also choose a Movember dial as part of the custom watch designs. The seasonal dial features a digital moustache that grows each day, resulting in a fine breadth of lip whisker by month’s end.

This Fossil hybrid watch + digital dial is official Movember Foundation swag.

The moustache-embossed strap on the watch.

The hybrid watch + digital dial comes in this rad watch tin.

We dig the watch. Probably Aaron Rodgers does too:

Given the global scope of Movember, chances are promo products distributors can find companies and other organizations in their locales that are getting in on the men’s health initiative. Police and fire departments, schools, gyms, fitness centers, martial arts studios, automotive dealerships, minor league/semi-pro sports teams, and tech companies are just some of the organizations that could be ‘staching it up. Promo distributors can provide branded merch that helps power these campaigns – and even partner with participants to do good and potentially generate positive buzz on social media and in the local press. So go get your ‘stache on –Sam Elliott is counting on you.