Cover Story
By Thomas haire in magic Dove Believes
We are committed to supporting Dove Men+Care with a mar- keting plan that grabs the attention of men in breakthrough ways,” says Rob Candelino, marketing director, Personal Wash U.S., at Unilever, parent company of Dove and its
15-month-old Men+Care line. “Direct response marketing enables us to really
interact and engage with our consumers on three screens in a powerful way
that drives our business.”
“
Most recently, that support included an
extensive campaign centered around March’s
NCAA basketball tournament, featuring current
Georgetown University Coach John Thompson
III, former Duke University star Bobby Hurley
and — most resoundingly — basketball legend,
business leader and Response Expo 2011 keynote
speaker Earvin “Magic” Johnson.
“Everyone knows Magic Johnson as the
celebrated NCAA and NBA icon, but we took
a look at the man off the court and who he is
with his family at home,” Candelino contends.
“The ‘Journey to Comfort’ campaign seeks to
show fans the off-the-court moments in a man’s
life that make him comfortable with himself as
a man. Moments like marriage, fatherhood and
overcoming personal and professional adversity
are universally relevant and relatable and offer a
unique and previously unseen side of these top
athletes.”
This is the second “Journey to Comfort”
campaign for the Dove Men+Care brand — the
first was centered on baseball stars last sum-
mer — since its launch in February 2010, with
a spot during Super Bowl XLIV (Response,
April 2010). The brand expects to launch a third
“Journey to Comfort” campaign shortly, featur-
ing well-known golfers, but the key to each cam-
paign — from TV to online to mobile — Cande-
lino contends, has been the same.
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