Introduction
Advertising has a significant impact on society, shaping our perceptions, values, and beliefs. For decades, advertisements have portrayed a specific type of masculinity, emphasizing aggression, toughness, and physical strength. However, Dove Men+Care challenged this traditional stereotype with its advertising campaign, which celebrated a more diverse and inclusive definition of masculinity.
Background
Dove Men+Care is a personal care brand owned by Unilever, known for its products that cater to men’s needs. In 2010, the brand launched its first advertising campaign, titled “Real Strength,” which aimed to redefine masculinity by celebrating the loving and nurturing qualities of fathers. The campaign featured real fathers, of all ages, races, and backgrounds, with their children, highlighting the emotional bond between them. The campaign was a huge success, winning several awards and changing the way advertisers approached masculinity.
The Challenge
Despite the success of their initial campaign, Dove Men+Care recognized that there was still a long way to go in challenging traditional stereotypes of masculinity. They wanted to create a new campaign that would not only celebrate fatherhood but also embrace a more diverse and inclusive definition of masculinity. The brand also wanted to challenge the notion that men have to be tough and stoic and that vulnerability is a weakness.
The Strategy
Dove Men+Care’s new advertising campaign, titled “Care Makes a Man Stronger,” aimed to break down the barriers of traditional masculinity by emphasizing care, compassion, and emotional strength. The campaign featured a diverse range of men, of all ages, races, and backgrounds, performing acts of care and kindness, such as taking care of a sick family member, comforting a friend, or volunteering in their community.
The brand also partnered with the NBA to create a short film, titled “Real Strength,” which featured basketball player Dwyane Wade and his relationship with his sons. The film highlighted the importance of emotional support and the strength that comes from caring for others.
Implementation
To implement their new advertising campaign, Dove Men+Care used a variety of channels, including TV, social media, and influencer marketing. The brand released a series of short films, featuring real men sharing their stories of care and compassion. The films were shared on social media platforms, including Facebook, Twitter, and YouTube, where they were viewed millions of times.
The brand also partnered with several influencers, including bloggers, vloggers, and podcasters, to spread the message of care and compassion. The influencers shared their own stories of care and kindness, encouraging their followers to embrace a more inclusive definition of masculinity.
Results
Dove Men+Care’s “Care Makes a Man Stronger” campaign was a huge success, both in terms of brand awareness and social impact. The campaign generated over 100 million views on social media and was widely shared and discussed on various platforms. The brand’s message of care and compassion resonated with audiences, particularly younger men, who were more open to embracing a new definition of masculinity.
The campaign also had a significant social impact, as it challenged traditional stereotypes of masculinity and encouraged men to embrace their emotional sides. The brand’s partnership with the NBA and Dwyane Wade also helped to amplify the message of care and compassion, reaching a wider audience and generating positive media coverage.
Conclusion
Dove Men+Care’s “Care Makes a Man Stronger” campaign is a perfect example of how brands can challenge traditional stereotypes and promote more inclusive and diverse representations of masculinity. The campaign was not only successful in terms of brand awareness but also had a significant social impact, encouraging men to embrace their emotional sides and challenge traditional notions of masculinity. By emphasizing care and compassion, Dove Men+Care was able to break down the barriers of traditional masculinity and promote a more positive and healthy image of manhood.
Dove Men+Care’s advertising campaign is a testament to the power of marketing to shape cultural attitudes and values. The campaign challenged traditional stereotypes of masculinity and promoted a more inclusive and diverse definition of manhood, highlighting the importance of care, compassion, and emotional strength. By breaking down these barriers, Dove Men+Care was able to connect with a wider audience and create a meaningful impact on society.
