CASSIES Bronze: Dove mans up

The skincare brand taps former NHLers to appeal to "real men."

Off to a Good Start

Situation Analysis » Dove Men+Care is a range of body washes, shampoos and deodorants. It was launched in 2010 but it had run into a problem – men didn’t relate to it.

Strategy & Insight » Research showed 70% of men in Canada find it hard to relate to men seen in advertising. This is partly because the definition of masculinity is changing to reflect a balance of traditional notions with more contemporary, caring ones. But given the deeply-entrenched perceptions of Dove as a female brand, a dose of masculinity was required.

Execution » Former NHLers Wendel Clark and Guy Carbonneau were enlisted to face off in the “Real Man Challenge,” which showed they are more complex, well-rounded and open to trying more things than stereotypes would suggest. They care about their appearance, but they don’t feel a need to impress. Media found men in their natural habitat – in front of the TV, on Twitter, at the hockey game and on sports websites. The campaign ran from January to June 2012, with 15- and 30-second TV, in-stadium OOH, digital videos, banners, social media and PR.

Results » Sales for the first six months were over double the goal. (Figures were supplied.) The perception that Dove Men+Care “truly understands the needs of men” increased by 33% and social chatter share jumped to 25% from less than 2%. Dove Men+Care now leads as the “brand men would recommend the most.”

Cause & Effect » The main marketing variables (product, price, spending, distribution and sales promotion activity) did not change, and if anything, ad spending was below historical levels.


Client: Unilever Canada
VP marketing: Sharon MacLeod
Brand building director: Michelle St. Jacques
Senior brand building manager: Gina Kiroff
Asst. brand manager: Andrew Lee
Agency: Ogilvy Toronto
CCOs: Matt Hassell, Ian MacKellar
ACD: Greg Shortall
AD: Stefan D’Aversa
CWs: Noah Feferman, Phil Coulter
Group account directors: Mark Forward, Rachel Connell
Account supervisors: Asha Davis, Ken Kircalioglu
Account executive: Nigel Fick
Producer: Tess Waisglass
Project manager: Maia Spetter
Executive director, social media: Terri McBay
Agency partners: Mindshare, Millward Brown, Harbinger Ideas, In Marketing Services