Every Man Jack launches $100,000 'Sweat Equity' sweepstakes

Every Man Jack has launched a new initiative giving consumers the chance to win US$100,000.

Consumers are being invited to nominate someone “whose hard work often goes unnoticed” for a chance to win, with Every Man Jack brand ambassadors and athletes Baker Mayfield, Max Homa and Bryce Eldridge being the first to add their nominations.

In addition to the grand prize of $100,000, there are ten runner-up prizes (Every Man Jack x Baker Mayfield PR Kit, $150 value), and up to 500 community prizes (Every Man Jack best-sellers kit, $30 value).

Celebrating “the discipline, perseverance, and everyday effort behind every accomplishment”, the Sweat Equity sweepstakes debuts alongside the brand’s newest reformulated deodorant offerings at US retailer Walmart.

“The idea for Sweat Equity grew out of a larger conversation around what it means to 'put in the work' in a culture increasingly focused on optimisation, achievement and outcomes,” Nick Hasselberg, VP of Marketing & Omnichannel, told Cosmetics Business.

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“Our society is fixated on the finish line and instant gratification, as evidenced by things like biohacking, artificial intelligence (AI), automation, modern medicine’s quick fixes, instant entertainment and the endless (and oftentimes ruthless) pursuit of efficiency.

“We talk about the result far more than we talk about the process it took to get there.

“We celebrate the promotion, the win, the finished product, but not always the discipline, commitment and resilience behind it.”

Hasselberg explained: “That insight has been central to our ‘For Men Who Put In The Work’ platform, which came to life through our ambassador program.

“This year we signed on athletes who are not known for being perfect in every sense, guys who have faced real adversity and kept their nose to the grindstone anyway.

“We wanted to activate around our ambassadors in a way that felt authentic to their stories and reflective of what our consumer was feeling, so we did the research, and it confirmed what we suspected: as a society, we are fixated on the finish line.

“With Sweat Equity, we saw an opportunity to take that idea beyond our ambassadors and into our broader community, championing men for the journey they are on and inviting people to recognise the men in their own lives whose effort deserves to be celebrated.

“We are bringing that to life through our ambassadors' personal stories, community storytelling and the sweepstakes itself.”

What to expect from Every Man Jack’s Sweat Equity Sweepstake

To kick off the campaign, the brand’s ambassadors will be sharing their own nominations.

“Our ambassadors are helping bring Sweat Equity to life through personal stories and nominations of their own, but this campaign is not really about celebrating them,” explained Hasselberg.

“It is about celebrating the people who made them.

“Every ambassador we have worked with has a story of perseverance, and behind each of those stories is someone who set them on a new trajectory: a coach, a parent, a mentor, someone they are indebted to for playing a pivotal role in their life.

“We have spent a lot of time telling the stories of how our ambassadors put in the work, but this campaign gives us an opportunity to turn the lens toward the people who supported, inspired or shaped them along the way.”

Launching the campaign, Tampa Bay Buccaneers quarterback Mayfield recognises his high school football coach, while golfer Homa and San Francisco Giants baseball star Eldridge will share their own nominations and stories.

Hasselberg noted that “it was important to us that our ambassadors were not simply promoting the sweepstakes, but genuinely participating in it”.

The campaign aims to turn the ‘For Men Who Put In The Work’ tagline from messaging to something consumers can actively participate in.

“We do not want it to be a tagline that only lives in our advertising; we want consumers to see themselves and the men in their lives reflected in it, and we wanted a mechanic built for that,” explained Hasselberg

“Instead of a traditional referral, we built the campaign around nomination: you are not just sharing a link, you are recognising someone.

“That shift is what makes the campaign inherently shareable, because it turns participation into an act of giving someone else credit.

“It also reinforces exactly what we stand for as a brand: shining a light on the guys putting in the work and creating a community where men lift each other and give credit where it is due.

“By giving our community a way to recognise and celebrate those stories, we can build a deeper, more emotional connection with consumers while reinforcing what Every Man Jack stands for.”

The campaign lands as the brand pushes its newly reformulated All Day Aluminum-Free Deodorant and 48-Hour Antiperspirant Deodorant, which Hasselberg said deliver upgraded, longer-lasting odour protection, with the antiperspirant also providing sweat protection.

“Ultimately, success for us looks like a few things: reinforcing our brand positioning, driving conversation in earned media and using the moment to support the launch of our new 48-hour antiperspirant and deodorant, building awareness of that new proposition at Walmart and Target,” said Hasselberg.

“But underneath all of that, success is creating a platform that people want to engage with because the idea feels relevant to their own lives.”

Click here to find out more and nominate a friend.