Welsh rugby stars soften up with Dove Men+Care partnership
Unilever's Dove Men+Care grooming brand has signed a title sponsorship deal with the Welsh Rugby Union, in a move that will rename this autumn's test matches, the Dove Men Series.
The sponsorship deal is an extension of Dove Men+Care's previous sponsorship of the Welsh Rugby Union's 2011 summer series of matches. No financial details of the deal have been disclosed.
The campaign was one of the first in a series of marketing pushes from male-grooming brands that moved away from a typical celebrity-led approach to marketing within the sector.
The brand instead created a tongue-in-cheek campaign to bring new male consumers into the category, which has also been seen in the marketing of Procter & Gamble's ads for Old Spice, featuring US actor Isaiah Mustafa.
Unilever claims that the current sports tie-up for the Dove brand demonstrates its "high performance" for male consumers.
Paul O’Connor, brand manager, Dove Men+Care, said: "The matches making up the Dove Men Series will undoubtedly be first-class events and provide the perfect platform for showcasing the superior skin care qualities and high performance of our products in the Dove Men+Care range."
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Digital Creative Team (Copywriter & Art Director) Mavis Recruitment Up to £32k each depending on experience, Central London
- Online Marketing Assistant Stopgap £20000 - £25000 per annum, London
- PPC Manager- Client- Side Aspire £35000.00 - £40000.00 per annum, London
- Marketing Propositions Manager Blue Skies Marketing Recruitment £50000 - £55000 per annum, Solihull
- Macmillan defends hijacking ice bucket challenge
- Comparethemarket.com first UK brand to run Facebook Premium Video ads
- Guinness Africa launches 'made of black' campaign with Kanye West ad
- Twitter launches learning hub for agencies
- Game Of Thrones actress stars in online Karen Millen campaign
- Uncle Ben's launches YouTube cooking show