The Dove Men Care #RealStrength Campaign Targets Young Dads
Rebecca Byers — May 20, 2015 — Marketing
References: dovemencare & facebook
The Dove Men Care #realstrength campaign is a well-targeted attempt at positioning the men's skincare line in a positive light in the same vein as the brand's #realbeauty campaign aimed at women.
In addition to a series of commercials, the Dove Men Care campaign features a gallery on its dedicated campaign webpage to which real dads can upload photos of them with their children in order to celebrate what the brand calls #realstrength.
Launched with its sentimental Super Bowl ad, the Dove Men Care #realstrength campaign is boosted by the clever tag line, "care makes a man strong." By referencing the brand name in the tagline, Dove Men Care can drive home the message that their product range is designed with busy dads going from work to daycare to soccer in mind, ensuring it can withstand considerable physical activity.
In addition to a series of commercials, the Dove Men Care campaign features a gallery on its dedicated campaign webpage to which real dads can upload photos of them with their children in order to celebrate what the brand calls #realstrength.
Launched with its sentimental Super Bowl ad, the Dove Men Care #realstrength campaign is boosted by the clever tag line, "care makes a man strong." By referencing the brand name in the tagline, Dove Men Care can drive home the message that their product range is designed with busy dads going from work to daycare to soccer in mind, ensuring it can withstand considerable physical activity.
Trend Themes
1. Fatherhood-inspired Products - Opportunity for cosmetic companies to create product lines specifically targeted towards fathers and their unique needs.
2. Gender-neutral Branding - Potential for brands to adopt a gender-neutral approach to their marketing campaigns, dismantling stereotypical gender roles.
3. Authentic Marketing - An opportunity for brands to leverage real-life stories and promote authenticity in advertising campaigns to connect with consumers on a personal level.
Industry Implications
1. Cosmetics - Cosmetic companies can create product lines that cater to the needs of fathers as a specific demographic.
2. Marketing and Advertising - An opportunity for marketing and advertising companies to create campaigns for brands that dismantle stereotypes and promote inclusivity.
3. Family and Parenting - Brands have the opportunity to connect more deeply with consumers by creating marketing campaigns that touch on themes of family and parenting.
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