What, you ask, has the power to infuse the Dove brand with a healthy dose of man? Sports, of course. Dove Men+Care's new promotion affiliates the brand with Major League Baseball celebrities Albert Pujols, Andy Pettitte, and Joe Girardi. Throughout July, in a series of 90-second videos at www.dovemencare.com, the guys reveal their "personal journeys to comfort." The videos cover their childhood, teenage years, and other life stages.
The effort strategically relates personal comfort and success to a typically masculine activity for a brand that has not typically been associated with masculine behavior. And the message "becoming comfortable in their own skin" sits well with both the product goal and skincare category.
What do you think is the best way to reach men today?