Unilever’s Dove has always geared its products toward women, but the Sunday Super Bowl ad revealed a new play call. Dove has recently launched a line for men: Men+Care, which will include three body washes, two bar soaps and a scrubber. The Dove Men+Care will be Unilever’s biggest brand launch this year.
The Dove Men+Care campaign aims to celebrate real men. According to Brand Republic, “A spokesman from Unilever said the ad follows Dove Men+Care research which found that three quarters of men over 30 feel that advertising does not represent their real lives.” Hence, the campaign stresses the life of real men and the journey they embark on to become comfortable in their own skin.
With an ad during the Super Bowl and Drew Brees as the campaign spokesperson, Dove Men+Care aims to attract and keep a core male audience. The Dove Men+Care website has a video of Brees taking a “victory shower” with the slogan “Drew Brees has another reason to sing in the shower.” The Men+Care line looks to compete against Nivea Men, L’Oréal Men Expert and Gillette.