Crystal Wong's blog

I always like it when brands are able to keep up with current trend and current events and incorporate it into their promotional campaigns. One such example is Dove and their current & March madness campaign.

In light of the NCAA Basketball Tournament “March Madness”, Dove has decided to feature basketball stars such as Magic Johnson (from the LA Lakers), John Johnson III (head  basketball coach at Georgetown University) and Bobby Hurley (point guard from Duke University), to name a few, in a series of ads that will be shown throughout the NCAA March Madness programming. Take a look:

I found that this was a wonderful way to target their target market of the family man and the business man. Dove is known for its trademark of “comfort” and “real beauty”. Their men’s line combines the two together wonderfully. However, what do men do when a brand that is mostly associated with females launches a male’s line? Hesitate of course!! By choosing to broadcast these ads during the NCAA, it ensures that men, both young and old are exposed to this brand and can associate it not only with the brand equity that Dove itself has established, but also associate it with men who are comfortable in their own skin. It’s a much more “real” experience since so many of the soap brands now feature shirtless young guys who are picking up girls or simply showing off their bodies. (Ironic since Unilever, which owns Dove, also owns Axe. What a way to capture the majority of the market!) Dads watch the NCAA tournament with their sons, young men around the globe watch it with their friends, but it’s clear who these ads are targeting.

Not to mention… the Dove’s men+care line doesn’t smell half bad! Check it out the next time you’re at Superstore! My personal favourite is the “Extra Fresh” formula. 🙂