Dove Men+Care Launches 'Real Strength' Campaign on Sports' Biggest Stage to Celebrate the Caring Side of Modern Men

Men Today Believe Masculinity Has Evolved to Include Care, Yet Only 7% of Men Can Relate to Depictions Of Masculinity They See in Media(1)

Jan 20, 2015, 10:19 ET from Unilever

ENGLEWOOD CLIFFS, N.J., Jan. 20, 2015 /PRNewswire/ -- Masculine strength today is measured beyond traditional notions of power, affluence and muscle.  Ninety percent of men around the world see their caring side as a sign of strength.  Furthermore, 86% of men say that the idea of masculinity has evolved(2) (compared to their father's generation), but believe that the way masculinity is viewed in media has not caught up.  Dove Men+Care, a global Unilever men's personal care brand, is launching a new campaign just in time for the Big Game to celebrate an evolved vision of masculinity. The 'Real Strength' campaign will celebrate the caring character of today's men, recognizing how care makes them stronger.  

"The core of male masculinity today is rooted in his strength of character," said Dr. Michael Kimmel, celebrated masculinity author and researcher, and advisor in the Dove Men+Care 'Care Makes a Man Stronger' study. "Traits like integrity, authenticity, and how he cares for himself and those around him are integral to how a man perceives his own masculinity today – versus physical strength, power and affluence that prior generations may have prioritized."

Dove Men+Care is bringing a new commercial called 'Real Strength' to the Big Game which offers a fresh take on the brand's viral 'Calls for Dad' film.  The commercial celebrates men who embrace their caring side, which is no longer antithetical to being strong, but is instead the hallmark of modern, well-rounded masculinity. Visit DoveMenCare.com to watch the short film before it airs on February 1, 2015.

"We know that men today are embracing their caring roles more than ever, and that these experiences are fulfilling and strengthening them," said Jennifer Bremner, Director of Marketing, Unilever.  "This inspired us to share a film that shows what strength truly looks like today.  Especially at a time when fans are overwhelmingly hearing about physical feats on the football field, we wanted men (and women) to hear at least one voice saying, 'Care Makes a Man Stronger.'"

The new commercial will feature the voice of Mike Greenberg, father of two, renowned broadcaster, and one of sports' most celebrated voices.

"I've been covering sports and athletes for decades and I know that the Dove Men+Care 'Real Strength' commercial reflects what masculinity really means to men today," said Mike Greenberg. "I'm excited to finally see this representation of evolved masculinity at the pinnacle of the sports season."

A Study Of What Makes Men Stronger

Dove Men+Care embarked on a new global research study to uncover how men across the globe view masculinity and what truly makes them feel strong. The 2014 'Care Makes a Man Stronger' study was conducted in partnership with masculinity author and research expert, Dr. Michael Kimmel. The research revealed that while protecting and caring for others has always been important to men, what that means to his masculinity has changed.

The study revealed key insights such as:

  • 86% of men say that the idea of masculinity has changed versus their father's generation
  • 9 out of 10 men today see their caring side as a sign of strength.
  • Only 7% of men around the world can relate to the way the media depicts masculinity

Celebrating #RealStrength

The brand will also encourage sports fans to show the personal, caring side of men in their lives by sharing photos across Facebook, Twitter and Instagram. Select photos will be showcased throughout Dove Men+Care digital content, further evolving how masculinity and male strength is portrayed across social media. 

Strong, Healthy Skin & Hair

According to the new Dove Men+Care 'Care Makes a Man Stronger' study, 91% of men feel that they need to take care of themselves in order to be able to take care of others.  Dove Men+Care Antiperspirants are tough on sweat, not on skin for 48-hour protection with a non-irritant formula that includes ¼ moisturizer technology that boosts the skin's natural moisture barrier. Dove Men+Care wash & care products make hair stronger and more resilient while Dove Men+Care styling products were developed to offer style with strength and resilience.

About Dove Men+Care US
Dove Men+Care is the first range of products from Dove developed specially for men.  Manufactured by Unilever, the line includes the #1 dermatologist recommended body wash. Launched in 2010, the Dove Men+Care portfolio includes bars, body washes, face care, anti-perspirant/deodorants, and hair care. Dove Men+Care is available nationwide in food, drug, and mass outlet stores.

About Unilever North America
Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. In the United States and Canada, the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemme and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/.

Unilever employs approximately 11,500 people across North America – generating more than $10 billion in sales in 2013. For more information, visit www.unileverusa.com or www.unilever.ca.

(1) 2014 Dove Men+Care 'Care Makes a Man Stronger' Study
(2) 2014 Dove Men+Care 'Care Makes a Man Stronger' Study

Contact:
Tony Nikolla/Edelman
(212) 642-7798
tony.nikolla@Edelman.com

SOURCE Unilever



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