Dove Men + Care
Celebrate a new kind of masculinity by recognizing that caring for yourself and others is a sign of real
strength.
Care makes a man s+ronger
Provides superior care for your hair underarms, skin making it stronger and more resilient
#RealStrength
“The strongest men are those who care”
- (2014) coaches, teachers
- (2015) dads
Target Market:
Gino
Age: 25 - 35
LSM 7+
Location: Living in the city
Education: Graduated in a top university
In a relationship
- Looking to settle down in the future
- Hangs out in the weekend
- Spends time with family
Masterbrand Proposition:
Care makes a man s+ronger
Hair: Up to 5x stronger hair and less hair fall
(Ingredient: Caffeine)
Deo: Tough on sweat, but not on skin
(Ingredient: ¼ moisturizing cream)
Skin: Hydration for healthier and stronger skin
Promotion:
Television
Digital: YouTube & Facebook
Newspaper
Out-of-Home
Your Mission:
Develop a digital first campaign that will build relevance for Dove Men+Care by making the functional
and emotional benefit come to life.
KPI: Increase in Penetration - More men using Dove Men+Care
(How can we get more people to love the brand and start using the brand?)
Criteria for Judgement
30% Authenticity (True to brand)
30% Relevance (Connecting with context to the target market)
40% Talkability (Turn attention to action)
Guidelines:
The brief back has to be a digital first idea but can be scalable in other channels
(Is it a video we can scale up on TV? In store? On ground?)
One-slider Proposal:
1. Insight
2. Big Idea (campaign)
3. Execution Plan and Channels
Deadline: November 22, 2016 (11:59PM)