Wednesday, March 30

Dove Men+Care

For a brand that's been around as long as Dove has, it sure knows how to stay current. The "Campaign for Real Beauty" was brilliant, and really spoke to women in a way that truly connected. I have great admiration for that entire campaign. I was just at focus groups the other night for a new skin care treatment and I could hear elements of that messaging come through from the women. It has had incredible pop culture influence.

Now the brand has turned to men. Dove for men? A resounding yes, great new products and a new campaign designed to inspire self esteem in men now too.

The products do look great. A full line of body cleaners and deodorants specially formulated for men. Although quite honestly we can probably get that stuff from a host of places. As I always say, it's usually not the products that stand out and differentiate, it's the emotional connection and the branding.

"Without a great brand experience, you're just another product".

Well Dove nailed it with Dove Men+Care. Using some of basketball's greats, the brand launched an entire new campaign during March Madness called "comfortable in my own skin". Here basketball legends like Magic Johnson, John Thompson III, and Bobby Hurley all talk about their "journey to comfort." Basically the obstacles they went through to feel good about themselves.

Brilliant! So inspiration, so emotional, so dead-on. For men. Not easy to do.

The brand did an incredible job of recreating the "campaign for real beauty" into a message for men: "be comfortable in your own skin".

Bravo.

What's your experience? Jim.

2 comments:

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