Dove, the brand that sparked a global conversation about real beauty, is now starting a different conversation – this time with men.
Set to be Unilever UK’s biggest brand launch in 2010, Dove Men+Care ™ hits the shelves this month and is the brand’s first ever body wash and anti-perspirant deodorant range to be formulated especially for men which I think is great news.
The launch will be supported by the brand’s trademark, a stereotype challenging advert, which will première on UK television tonight on Channel Five at 7.45pm and 8.10pm.
The new campaign is in response to global research by Dove Men+Care ™ which finds that men over 30 are bored of the same old male grooming advertising stereotypes of men their age, with three quarters* (73%) saying they feel misrepresented.
Set to Rossini’s William Tell Overture, the TV ad uses comedy to celebrate real men and the journey they’ve had to become comfortable in their own skin. The new campaign is refreshing in that it stars real men not models or global superstars. I'd love to know what my readers think of it. Have Dove got it right or are they just blowing their own trumpet?
The new Dove Men+Care™ range is on shelf now and will be available at all major chemists and supermarkets from February 2010.
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