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Buick Looks to Reach More Men with Knife Fight Sponsorship

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2015 Buick Regal Overview

2015 Buick Regal GS
Photo: © General Motors

There’s no television program more certain to make you feel ineptitude with regards to your lukewarm risotto than one of those reality cooking shows (especially the one where 10-year-olds effortlessly create dishes that you’ve never even heard of).

Esquire’s Knife Fight is kind of like one of those shows, only it tends to deal exclusively with stranger ingredients up to and including eel, haggis, and an entire pig’s head. So there’s that.

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Also, Buick is going to start appearing quite a bit during the show’s third season, which is set to kick off on May 26th. Yay, branding.

The idea will be to broaden its appeal with the show’s growing 18-49 male audience by featuring the Regal GS in all 15 episodes and using various other social and digital elements, including an appearance from the Encore in the “Eat Like a Man” digital short.

“It’s one of our first times going out there with a male-dominated epicurean experience,” Chris Hornberger, Buick promotions manager, told Marketing Daily. “Our involvement is very contextual; we told them our goals and objectives, and they did a great job fitting us into their content.”

Okay! Here’s hoping that works out well.

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News Source: Marketing Daily