The Unilever company has introduced new additions to its Dove portfolio – now the primarily female brand has a Men+Care cleansing products line. The humorous commercial for promotion the set appeared during Super Bowl XLIV, and claimed that Dove is not only for women. The new campaign is taglined “Be comfortable in your own skin”.
The recently launched campaign shows a man going through different and most prominent stages of life — from the very birth through adulthood. “Now that you’re comfortable with who you are, isn’t it time for comfortable skin? At last, there’s Dove for Men,” says the voiceover.
The brand has launched a promo-website dedicated to the new line with a singing man in the shower, full versions of ads and explanation of how men’s skin benefits from using the new products.
Unilever spent $153 million on promotional campaigns for Dove — both TV and digital ones — through the first 11 months of 2009.