Real Beauty for Men?

2/3/10

Can a brand that has made a strong connection with women do the same with men? Dove is about to find out.

In 2006, Dove kicked off its award-winning “Real Beauty” campaign, targeting women, to great fanfare, with a 45-second spot on the Super Bowl. The much talked about spot, and the even stronger viral effort that followed, led to several years of double digit sales increases until momentum slowed. (Fawcett, 2007)

Stand by for the new “Dove Men+Care” line making its debut with a similar 45-second spot aimed at men in this Sunday’s Super Bowl. (Corr, 2010). Will men want to buy body and face washes that offer cleansing and moisturizing? The success of Axe body washes suggests they will. So, the big question is how will Dove make that all important emotional connection with their new target? Tune in Sunday, and find out.

Fawcett, A. (2007, January 2). Consumer Packaged Goods Marketer of the Year: Unilever’s Dove. Mediapost.com. Retrived January 3, 2007, from
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=53208&Nid=2616...
Corr, A. (2010, February 2). Out To Launch. Mediapost.com. Retrived February 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121750&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=dove&page_number=0