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Stronger sales with Dove Men+Care

Dove Men+Care launched a £4m Care Makes a Man Stronger campaign in June 2015.

Dove care

Dove Men+Care, one of the UK’s fastest growing male grooming brand from Unilever UK, launched its £4m Care Makes A Man Stronger campaign in the summer of 2015. The substantial 360 activity included TV, OOH, in-store activation, Twitter campaign and a significant sponsorship deal with the Rugby World Cup.

The campaign saw the brand return to television screens nationwide from June through to October, with three creatives focusing on the total Dove Men+Care brand, deodorants and the rugby association. Each creative communicated the underlying theme of how men can be strong in different ways, keeping them in line with the brand’s Care Makes A Man Stronger proposition. Additional activity includes high impact OOH advertising from August to November.

Having established a commitment to rugby over the last few years, Dove Men+Care was also the Official Tournament Supplier of Rugby World Cup 2015. As a result of the agreement, the product was offered to players from all participating teams across the duration of the Tournament.

Callum Galloway, Brand Manager for Dove Men+Care, commented: “It is important that we engage with men on an emotional as well as functional level through all channels, whether TV, in print, in store or through the brand’s rugby sponsorship. Our goal is to demonstrate the importance of beginning and maintaining a male-specific grooming regime, whilst highlighting the skincare superiority of the Dove Men+Care range.

Worth £24.5m RSV annually, Dove Men+ Care is continuing to show strong growth, increasing at +5% year-on-year.

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