Unilever extends Dove brand into male grooming market
Unilever has unveiled a local marketing campaign to support the global roll out of its new men’s deodorant brand Dove Men+ Care.
The FMCG giant, which also owns the Lynx and Rexona personal care brands, has extended its Dove line into the male grooming sector targeting men aged over 30.
It first trialed Dove Men+ Care in Italy last year and has this year launched into markets including the US and UK.
The first TV ad for the brand was unveiled in the US during the Super Bowl. The global campaign has been led by Ogilvy London.
The Australian TV ad, which has been adapted by London-based agency Redworks, will launch this weekend. Media is being handled by Universal McCann.
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Maybe it’s just me, but as a guy, I don’t really wanna buy something from a brand called “Dove”. Sep. brand required.
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The ‘manthem’: Love it. Sure it’s ‘hold a mirror up to your target audience’ advertising, but it’s done well.
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Men who care about their skin = gay = double income no kids = pink pound = would never be seen dead putting something like Dove in their face or body.
Actually just read the article and we are talking deo. ok i would give it a go.
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Feels like they should mix the 2. The first makes me feel like its a mans product, but i dont associate with it. The second is more engaging, but its still doesnt address the fact its a womans product historically. Actually i forgot what the second was about after 60 seconds past.
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Love the Manthem ad! Maybe they should get Manchoir to do an Aussie version?
Jeez DD, what generation are you from? Dove soap is good. I don’t have an issue with my masculinity but reckon those that may’ve been using their girlfriend’s Dove all this time will welcome this new line and may even boost Dove’s soap sales.
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I guess nothing is new in advertising, but the manthem is a rip off of this
https://www.youtube.com/watch?v=A0ZpuA8_YYk&feature=related
I hope Anita Renfroe got a slice of the action…
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Oh gawd… you’re totally right. This is about the 3rd or 4th ad posted on here in the last while that’s been directly pinched off of something cool posted on YouTube. It’s verging on pathetic.
More evidence of the fact that the best and the brightest don’t grow up dreaming of going into advertising.
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I don’t know…. do guys really need to be reminded about all the negative aspects of being a male? Will a deodorant really make those things go away?
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P.S. @ Nothing new. I had a look at your You Tube link. Completely agree… a total rip-off!
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