The total marcoms budget for the annual campaign is £7m, with PR spend believed to be £200,000.
'The first phase of the campaign will be a search for the UK's most passionate football fan,' said Sure brand manager Vicki Franks. 'The winning fan will be crowned Sure Sport for Men's Wildest Fan, and win a chance to become a pundit on TalkSport as the fans' voice for the World Cup.'
Franks said she was keen to generate as much publicity as possible from the World Cup, even though Sure is not an official sponsor.
Last year, Unilever brand research found a greater number of men
watch sport than actually play it, but still prefer brands with a strong association. Frank has been asked to devise a strategy that will promote the brand by associating it with men's passion for football.
Sure for Men Sport was launched last summer to compete with deodorant and shower gel brands from Gillette – which owns Right Guard – and Adidas. It comprises three varieties: Blast, Instinct and Ultimate.
Frank will kick off activities by working with Premiership clubs to encourage them to put fans forward for the competition.
This will be followed by activity supporting an ad campaign in April and a series of stunts and events around the World Cup in July.
Frank won the account after a four-way pitch.