Dove Men+Care introduced a deodorant for the whole body earlier this month with some help from the mascot of the Toronto Raptors.
Oje Akhiojemi, the senior marketing manager at Unilever, tells strategy that an increasing awareness of full-body hygiene and odour among men has created demand for products that go beyond traditional deodorant.
“Whole Body Deodorant is an emerging category, and we’re seeing increased consumer adoption,” Akhiojemi says. “Now is the right time to reinforce awareness and educate men on how and why they should expand their personal-care routines beyond traditional deodorant use…Unilever identified this shift through consumer research and developed Whole Body Deodorant to address growing interest in all-over freshness and skin-friendly formulas.”
Akhiojemi adds that the Raptor helps the brand appeal to a core demographic of men ages 25 to 34, who prioritize self-care, wellness and personal hygiene. “We wanted to launch in Canada in a fun, engaging way, and what better way than partnering with Toronto’s most beloved mascot,” he says.
The campaign is running until April 4 across paid social, influencer, sponsored editorial, in-arena and earned. Content will be live across channels including Instagram, YouTube, Facebook and X, and hero influencer @DevoDLive, inside Scotiabank Arena and in sponsored editorial and social with Narcity Canada.
Edelman led creative and Initiative took care of media and the buy.
The new Dove Men+Care Whole Body Deodorant range is available in two formats, a spray available in Shea Butter and Cedar and Marine and Blue Cypress, as well as a stick available in Shea Butter and Cedar.
