Dove Men+Care: Men find out they're pregnant

This case study examines how Dove, a personal care brand, drove awareness of Dove Men+Care and its vision of a nurturing masculinity through video in the UK.

Dove Men+Care: Men find out they're pregnant

Agency: Havas helia

Dove had two campaign objectives. Firstly to drive awareness of Dove Men+Care and further establish the evolution of its positioning, 'real strength takes care', to drive growth. Secondly to emphasise commitment to an evolved vision of masculinity where strength also embraces caring for one's self and another.

Strategy

The brand's primary audience is dads. For this campaign, a new group of dads emerged, both new and expecting.

The starting point was the insight that 82% of men globally believe that having a child changes the way they think about what...

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