Dove Men + Care: Real Men Challenge

Agency: Ogilvy & Mather
Client: Unilever

Section I — Basic information

Business Results Period (Consecutive Months): January 2012 –June 2012

Start of Advertising/Communication Effort: January 31, 2012

Base Period as a Benchmark: January 2011 – June 2011

Section II — Situation analysis

a) Overall assessment

The problem: Dove is made for women

For the last decade, Dove has achieved critical and commercial success by eschewing the unrealistic images of women used by other brands, and offering the consumer a more truthful picture of herself - one she recognizes, likes, and feels able to aspire to. This success had consolidated Dove's image as a woman's brand - which was great news for the main line, but problematic for Dove Men+Care, a range of body washes, shampoos and deodorants, launched in 2010 to target men.