Response Magazine

Cover Story

Journey to a Winning Campaign

That journey has been directed by the 36-year-old Candelino, who has spent 13 years at Unilever since earning a bachelor’s degree in commerce at the University of Guelph in Canada. The native of St. Catherine’s, Ontario, has worked for the company in Canada, the United Kingdom and the United States

and oversees not only the Men+Care line, but also the Dove, Axe, Lever 2000, Suave and Caress brands.

“Prior to my current role, I worked at Unilever Global Headquarters in London, where I led the global rollout of a new priority innovation program,” says Candelino, married and soon to become a father.

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Candelino is clearly loyal to the Unilever family, similar to how Johnson — who will greet Response Expo 2011 attendees at 5: 30 p.m. on Tuesday, May 3 — will forever be linked to the NBA’s Los Angeles Lakers. But Johnson told Inc. magazine in March that he’s also loyal to the Dove brand.

“I was already using the product before
they called me,” he told Inc. “So this was
a no-brainer for me to use (other) Dove
Men+Care products because I was using
the body wash and the deodorant already.
That made it easier for me to go ahead
and do the campaign because I was al-
ready excited about the products.”
Dove Men+Care’s initial marketing
push started in early 2010 and was pro-

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In the “Journey to Comfort” campaign, Johnson openly discusses his formative years, his collegiate experience and his current home life.

filed in Response just more than a year
ago. It began with the “Manthem” spot
during Super Bowl XLIV, and a surround-
ing digital campaign that highlighted the
eventual MVP of the game, Drew Brees
of the New Orleans Saints. “When we
launched Dove Men+Care in 2010, we
realized that the Super Bowl was a great
stage for building mass brand awareness,”
Candelino says. “A commercial during
that telecast provides the platform to en-
tertain and engage a captive audience of
over 100 million consumers — effectively
reaching both men, our target consumer,
and women, our primary shopper.”
The success of that initial campaign
led to last summer’s baseball-themed
“Journey to Comfort” campaign. “The
first ‘Journey to Comfort’ launched fea-