Dove Men+Care: Real Man Challenge

OgilvyOne worldwide

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: Canada
Dates program started/ended: February 2012 – March 2012

Product Description:

Dove Men+Care is a new range of men's personal care products consisting of shampoo, body wash and deodorant. The new Dove Men+Care range has been developed specifically for men, to help them be as comfortable in their skin, as they are in their lives.

Advertiser/Client Name: Unilever Canada
Media Channels: TV/Video/Radio, Other

Strategy

Marketplace challenge:

Although Dove Men+Care launched in 2010, the brand was still lagging behind Old Spice and Irish Spring. It soon became clear that part of the reason for the lag in sales for the men's line was the "Dove" brand itself. Through focus groups we learned that men thought Dove was a brand designed only for women, and therefore completely overlooked the men's line in-store and passed over it completely on shelf. This is not surprising, given the high awareness and love in Canada historically for Dove's female targeted communications.