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Dove Takes Its New Men’s Line to the Super Bowl

Dove Takes Its New Men’s Line to the Super Bowl. By Julia Hale & Ashley Warney. The New Men+Care Line. Unilever initiated the new line for men during December of 2009 First commercial was launched during the 2010 Super Bowl The line includes: 3 body washes, 2 bar soaps, and a scrubber.

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Dove Takes Its New Men’s Line to the Super Bowl

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  1. Dove Takes Its New Men’s Line to the Super Bowl By Julia Hale & Ashley Warney

  2. The New Men+Care Line • Unilever initiated the new line for men during December of 2009 • First commercial was launched during the 2010 Super Bowl • The line includes: 3 body washes, 2 bar soaps, and a scrubber

  3. The Advertising • Trying to branch out from the typical “feminine” line of products • Targeted at men aged 38-50 • Aimed at men who are “comfortable in their own skin”

  4. The Men’s Personal Care Market • Grown steadily, but hasn’t expanded as quickly as marketers were hoping • Competition: • Strong competition • Old Spice • Axe • Other competition • Gillette • L’Oreal Men Expert • Nivea for Men

  5. Successful? • “We know that while men’s overall interest in personal care is not as strong as women, men are becoming more sophisticated in grooming desires, but still want a simple routine. We also know that 51% of men are already using women’s skin care products and many men trust and use Dove” – Kathy O’Brien, VP and GM of Unilever Skin in the US

  6. Cont. • Early success thus far: sales exceeded Unilever’s target expectations • Positive social feedback • Twitter • Blogs • Focuses on replenishing skin’s moisture unlike other men’s products that dry out the skin (the number one complaint from men regarding skin care)

  7. Relation to Class • There are two commercials • One uses the emotional appeal • Relates to the “average man” • Shows big moments in life: birth, dating, school, marriage, children • One uses the rational appeal • Advertises the benefits • Focuses on the practical need for the product

  8. Sources • Neff, Jack, and Rupal Parekh. "Dove Takes Its New Men's Line to the Super Bowl - Advertising Age - Special Report: Super Bowl 2010." Advertising Age - Ad & Marketing Industry News. 5 Jan. 2010. Web. 08 Nov. 2010. <http://adage.com/superbowl10/article?article_id=141312>. • http://www.emarketer.com/blog/index.php/case-study-unilever-dove-male-grooming-marketing/ • http://content.dove.us/mencare/

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