Dove Company and History
The firs Dove product was the Dove Beauty Bar and was released in the U.S. 1957. The unique thing about this new product was that it was one-fourth moisturizer which made the soap less drying to the hands. This idea leads to the development of more products that we now have today. The heritage of the Dove brand was based on moisturization. The brand based the majority of their campaigns upon proofs instead of promises which has resulted in making Dove into a household name today. The Unilever Group, which was officially founded in 1930, is the father company of Dove. Dove today is currently the number one brand that dermatologists recommend in the United States, Canada and France. Dove is also strongly endorsed by dermatologists throughout the world. Dove’s mission statement is “Dove believes that beauty - feeling and looking your personal best - is the result of proper care. Dove always aims to deliver products which tangibly improve the condition of skin or hair and give a pleasurable experience of care, because when you look and feel beautiful, it makes you feel happier.”
Since 1957, Dove has primarily been marketed to women. Dove was first marketed to men by the launching of deodorants for men. Dove is viewed as a feminine product, especially now with Dove’s Campaign for Real Beauty. However, Unilever is looking to change that perception of Dove. In 2010 Dove launched a major campaign of its products for men. Dove is currently looking to create a male alter ego. Unilever sees a $700 million opportunity to grow the men's personal-care market in categories where it competes; personal wash, hair care and deodorants.

Current Marketplace Performance
Unilever is currently ranked 107 globally out of 2,000 and is 52 nd in Market Value.
Unilever currently has a revenue of 67.71 billion and 59.91 billion in assets. The current profit of Unilever is 5.92 billion and they have 173,000 employees. The products of Unilever are grouped into four separate areas: Personal Care, Home Care, Foods and Refreshment. Dove obviously falls under the area of personal care which also includes other products such as
Degree, Axe, Suave, Vaseline and many others. Unilever currently operates in several major areas; Asia, Africa and Central and Eastern Europe (Asia Africa CEE), the Americas and
Western Europe.
Dove Men+Care is keeping up with its competition by offering several different lines of products. Dove Men+Care provides seven different types Body Washes along with a duel sided shower tool. It also has four unique types Body Bars and five types Antiperspirants and
Deodorants. Dove Men+Care also offers nine items for Face Care including face wash, shave gel, post shave balm and three types of face lotion. Lastly they have four different kinds of
Shampoos that are 2 in 1 and includes a dandruff free option.
Competitors
The two main competitors of this brand are Procter & Gamble’s Old Spice and
Beiersdorf’s Nivea for Men. Old Spice also produces a large variety of similar products that
Dove Men+Care does. Old Spice also features cologne. Nivea for Men also offers similar products as well. Each of the competitors offers body wash, soap, deodorant, face care and shampoo.

Current Advertising Strategy
Dove’s Men+Care current advertising strategy is called “Journey to Comfort”. Brand
Manager of Unilever Paul Connell says that they want to expand the promise of Dove Men+Care across numerous means of men’s toiletries. Men have accepted the fact that shower products cause discomfort and irritation however Dove Men+Care is a clinically proven product that will provide skin comfort and as well as efficient.
Vice president marketing for Personal Care, Unilever, USA Kathy O’Brien said,
“Each of Unilever brands tailors their efforts to reflect the unique interests and needs of its audience. With Dove Men+Care, we are speaking to men whose life experiences, such as professional and financial success, or fatherhood, have allowed them to reach a level of comfort in themselves, but they haven’t found a product that offers total skin comfort.”
Considering what O’Brien said it is clear that Dove Men+Care is targeting a mature and successful audience. Mainly men ages mid-30s to early 40s who are with the VALS category of the Achievers and Strivers. These men are successful and are married and typically have children.
In addition to our two print ads and on web ad located in our appendix, we found two prominent commercials located below available at dovemencare.com.
• http://www.dovemencare.com/Videos/
• http://www.dovemencare.com/Videos/
In Dove Men+Care current advertisements professional athletes are featured. However, the focus on the athlete is less on them and their sport and more on their family. Online

commercials feature NBA player Dwayne Wade playing with his children. The focus of this ad is Wade playing with his children.
The second link shows an animation of a man going through his daily routines, being waking up, playing with his children and refereeing a soccer game. This ad again shows this man feeling comfortable in his skin, and even though he get wet at the soccer game in the rain and is playing with his children, Dove Men+Care keeps him clean and comfortable.
The main focus of the two print ads and the one web ad that we found is comfort. Print ad A demonstrates this with an effective headline, “0 to comfort in 60 seconds”. The photograph in this ad shows a man in his mid to late 30s heading out to exercise on his bike, the picture displays the comfort that he has in himself and in his skin. Print ad B demonstrates gigantism and the product in use. This ad also shows a man of the same age using the product in the shower with a clever headline reading, “You should be comfortable in your skin. You have to wear it every day.” Clearly Ad B is also focusing on the idea that Dove Men+Care provides comfort. Web ad C features quarterback Drew Brees after he and his team had won the Super
Bowl. Brees is featured singing in the shower using Dove Men+Care body wash. Brees must be very comfortable in his skin to be blatantly singing in the shower. Although the headline in this as does not primarily focus directly on comfort, Brees singing in the shower does.
Dove Men+Care advertisements are currently featured in magazines such as GQ and
Men’s Health. Print ad A was featured in both of those magazines for several issues. Print ad B was featured in the Free NYC Metro Paper. The actual commercials were all primarily featured online at the Dove Men+ Care website.

New Advertising Strategy
In our new advertising strategy, we would like to target Dove Men+Care to a new audience; young adult males ages 18 to 25 years old. The current advertising strategy focus’ on men mid-30s to early 40s, these men already have a product buying history and our less likely to switch from a brand that they have been using for years. Our new target audience has not been buying their own body wash for that long. Some of our new target audience like the 18-yearolds is just beginning to buy their own necessities. By targeting this new demographic we can create loyal life-long brand users.
To reach this new target audience we will use advertisements that maintain the mature tone of the Dove brand, but add more action that will appeal to a younger demographic. The placements of these advertisements will also change. To reach 18 to 25 year old males we will place ads in areas that our research has shown us prove most effective; Sports Illustrated
Magazine, ESPN and Sports Center channels and most importantly, social media.

COPY PLATFORM
THE PRODUCT/SERVICE: Dove Men+Care body wash
A. Primary features/benefits of the product in order of importance:
Feature Benefit
1. Combined face and body wash in one
2. Multiple types of body/face wash
3. Micromoisture technology
1. Convenience, more for your money
2. Variety
3. Eliminates dry skin
4. Available in two sizes, 13.5oz. and 18oz. 4. Portable and variety
B. What exclusive or unique attributes does the product have?
Micromoisture technology and combines body wash with the face wash
C. Is the parent company name important in the advertising? YES NO
THE CONSUMER (THE TARGET AUDIENCE)
A. Describe in terms of Demographics (age, sex, education, income, occupation, geographic distribution):
The demographic for our target audience are males ages 18 to 25. According to the U.S.
Census Bureau, 39.6 percent of our target market has some college or an associate’s degree.
80.6 percent of our target audience is employed with 18 percent of them working in service occupations. The typical income for our target audience is 5,000 to 8,000 per year. There is no specific geographical location because Dove Men+Care is distributed nationally and internationally.
B. Describe in terms of Psychographics (lifestyle, personality traits, attitude toward product, buying patterns):

The lifestyle of this demographic is very active. Many of them attend college and work part-time. This demographic also has a great amount of down time because according to the
U.S. Census Bureau they spend four hours per day watching television. In the past, the parents of this group bought their basic necessities including body wash. This group does not yet have a specific brand that they identify with or have a brand loyalty towards.
C. Explain the needs or wants fulfilled by buying this product:
Dove Men+Care body wash fulfills the basic necessities by properly cleaning the skin.
This product also provides a 2 in 1 body and face wash so it saves time and money. The body wash also provides Micromoisture technology so that it gets you clean without drying out the skin. Lastly this product provides the basic want of smelling clean and fresh.
THE MARKETPLACE
A. The major competitors and their market rank or share (cite your sources in a footnote)
1. Unilever/Dove
2. Procter & Gamble/Old Spice
3. Beiersdorf/Nivea
Market rank or share: #107 globally
Market rank or share: #35 globally
Market rank or share: #1173 globally
B. Competitive advantage or disadvantage of your product or service:

1. Dove Men+Care
2. Old Spice
Advantage: Micromoisture technology
Advantage: Offers 2 in 1 body and face wash
Disadvantage: Only 7 different kinds of body wash
Advantage: Body wash and shampoo in one
Advantage: 23 different body washes
Disadvantage: Don’t combine face and body wash in one
Disadvantage: Not all body wash has moisturizer
3. Nivea for Men Advantage: Three in one (body, shampoo and shave gel)
Disadvantage: Only offers 3 in 1 body wash (all 7 types)
Disadvantage: Nothing includes face wash
C. Positioning of your product in the market compared to the competitors
(select one of the following and explain)
□ The are parity products (no perceived competitive advantage or differentiated positioning)
Explanation:
□ Your brand has a unique position versus the competition
Explanation:

*□
Another brand has a competitive advantage over your brand in positioning
Explanation: Old Spice has a competitive advantage over our brand in positioning. Old Spice offers more variety because they have 23 different body washes while Dove only has seven. Old
Spice appeals to a larger audience and they already have the younger demographic (18 to 25).
Their products each offer a different unique benefit while ours only smells different.
THE ADVERTISING STRATEGY
A. The “One Thing” you want to say about this product to reach the target audience (the
Positioning statement):
Dove Men+Care offers a body and face wash in one with moisturizer and is also a manly product.
B. Why will the target audience believe or be attracted by the “One Thing”?
The two products in one idea is cheaper and they don’t have to worry about dry skin or buying lotion. The idea of saving money will also be enticing. Dove also being perceived as a product for men will also be a major attraction.

C. Significant facts or statistics about the product, consumer, or market that support the “One
Thing”: (cite sources in footnotes)
Dove Men+Care body wash contains Micromoisture technology in all of their body washes.
Dove is currently the number one brand that dermatologists recommend in the United States,
Canada and France and it is also highly recommended around the world.

The Creative Brief
1. What is the character or personality of our brand? (succinct statement of the brand identity)
We want our brand personality to be a very manly product. Dove Men+Care body wash will take care of all the basic necessities of getting you clean and making you smell good while also moisturizing your skin.
2. What do we want to accomplish through a new advertising campaign? (our objective for this campaign)
We want to attract a younger audience with our new advertising campaign. We want men ages 18 to 25 to view Dove as a manly product. We want this audience to see that Dove
Men+Care body wash is a manly product and will also give them more for their money.
3. Who is our target audience?
Our target audience is males ages 18-25 who are attending college, trade schools or working in their first job after high school graduation. This audience includes all ethnicities.
4. What does the target audience currently think about us? (current positioning)
Their current view about Dove Men+Care is that it is expensive. This target audience also associates the Dove brand with women. Our new target audience also views Dove as a feminine product.
5. What do we want them to think about us? (reinforce current position or re-position)
We want our new target audience to view Dove Men+Care as a very manly product. We want them to see that we are worth the price because you are getting two products in one bottle when you purchase our body wash. We want our audience to view Dove Men+Care as a necessity and the best body wash for them.

6. Why should they think this and buy our brand? (key features/benefits)
We provide not only a body wash but also a face wash in one bottle that also moisturizes while it cleans. The Dove brand is the number one brand that dermatologists recommend in the
United States, Canada and France.
7. What is our key message in the advertising campaign?
The main message of this advertising campaign is “Feel like a man.” This campaign will accomplish this message by placing men from our target audience in manly situations.
8. What is the tone of our ad campaign?
The tone of our campaign is still maintaing the serious tone of Dove Men+Care but adding more action. Our actions scene at the beginning of our commercials will grab the viewer’s attention where then it will show the product in use whereby later on a woman will find him attractive. Our ads will be a slice of life style.

Consumer Profile
Mark Miller is a 21 junior in college. Mark is studying criminal justice and lives off campus. On top of all of his classes he works as a Delivery Boy for Domino’s Pizza three nights a week. On Wednesdays he works 4p.m. to 9p.m. and Fridays and Saturdays he works 9p.m. to
2a.m. He does not really hate this job but does it just to make some money. He makes $5,354 a year. Mark is a member of the Criminal Justice club on campus which meets once a week on
Monday from 7 to 8. He is also a team captain of an intramural soccer team.
Mark enjoys working out and spends a lot of his time working out in the weight room on campus. Mark also spends his free time watching ESPN and Sports Center with his friends.
Mark even has ESPN linked to his phone so that he can get play by play updates. He also participates in making a March Madness every year. Mark also enjoys playing video games in his spare time. Mark is not a regular newspaper reader. He occasionally buys magazines and when he does it is Sports Illustrated.
Mark is the type of person that is always on the go. He needs a body wash that will get him clean and keep him smelling good throughout the rest of his busy day. Mark is also a single guy and is looking to attract some girls. He needs a product that will make him feel confident in himself and will make him feel like a man.

Summary of New Campaign
Our new advertising campaign will be the positioning Dove Men+Care to an entire new target audience; men ages 18 to 25 with the idea of manliness. This will be effective to reach our target audience because they want a strong manly product that will meet all of their wants and needs in a body wash.
Our new advertisements will target this group very affectively. Out television ads will grab the attention of our target audience within the first few seconds because of our high action scenes. This scene then transitions to the product in use and then another transition with a girl being attracted to him. The same goes with our print ads, with a strong dominate visual of a man in a rugged situation will grab the attention of our target audience. The radio ads feature sounds that men ages 18 to 25 are familiar with; the sound of the weight room and the sounds of the basketball court. These sounds will also grab their attention. Our social media ads are the most effective because that is where the majority spend a lot of their time. When the mouse rolls over the advertisement the image of glass shattering will happen and breaking through the glass will be a bottle of Dove Men+Care body wash. The most effective aspect about these ads are that they feature men in manly and rugged situations. This will cause our target audience to see Dove
Men+Care body wash as a manly product.
With this new advertising campaign, men ages 18 to 25 will see Dove as a manly product and will begin to associate it with men. The tagline which will hold our entire campaign together is “Feel like a man.” In our television and radio advertisements this line will be spoken by a spokesperson with a very deep and rugged voice that will represent manliness. This line will also appear on our print ads in a very bold and strong font. The action scenes are what will also

link this campaign together. In each advertising medium the immediate focus will be the strong action scenes.

Works Cited
1. "Dove Brands in Action." Unilever. Unilever, n.d. Web. 15 April 2013. http://www.unilever.com/brands-in-action/detail/Dove/292077/ .
2. "Dove Brands in Action." Unilever. Unilever, n.d. Web. 15 April 2013. http://www.unileverusa.com/brands-in-action/detail/Dove-/298217/ .
3. Center for Management Research. IBS Center for Management Research. Web. 10 April 2013. http://www.icmrindia.org/casestudies/catalogue/Marketing/Dove's Foray into Men Care-
Case.htm.
4. Neff, Jack. “Male Call: Marketers Jump on Men’s Grooming Trend.” Advertising Age.
(March 8 2010) Web. 30 April. 2013. http://adage.com/article/news/advertising-marketers-jumpmen-s-grooming-trend/142655/
5. "Forbes." Unilever. Forbes.com, n.d. Web. 15 April 2013. http://www.forbes.com/companies/unilever/.
6. Dovemencare. Unilever, n.d. Web. 8 April. 2013.
< http://www.dovemencare.com/Products/Face-Care/default.asp&xgt ;.
7. Wells, Melanie. "The Battle of the Men's Body Washes." Wall Street Journal. (March 12,
2010): n. page. Web. 10 April. 2013. http://online.wsj.com/article/SB10001424052748704869304575109434183617518.html
.
8. Newman, Andrew. "Dove Shows Athletes Off the Court." New York Times. (March 6, 2011): n. page. Web. 14 April. 2013. http://www.nytimes.com/2011/03/07/business/media/07adco.html?_r=0 .
9. "Procter & Gamble." Forbes. Forbes.com, n.d. Web. 17 April 2013. http://www.forbes.com/companies/procter-gamble/.
10. "Beiersdorf." Forbes. Forbes.com, n.d. Web. 17 April 2013. http://www.forbes.com/companies/beiersdorf/.
Original Research
April 22, 2013. Male, age 20.
He buys soap because it is cheaper.
April 22, 2013. Male age 21.
He uses body wash. He uses Old Spice because he can buy it in bulk. He also said that he thought Dove was more expensive.

April 22, 2013. Male age 19.
He uses Irish Spring body wash but sometimes uses Old Spice. He uses these products because they are for men. When he thinks of Dove he thinks of the bar of soap and a women’s product.