Welsh rugby stars soften up with Dove Men+Care partnership

Dove Men+Care: sponsored the Welsh Rugby Union's 2011 summer series of tests
Dove Men+Care: sponsored the Welsh Rugby Union's 2011 summer series of tests

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 Dove Men Series is made up of  four test matches in November and December this year, in which Wales will play Argentina, Samoa, New Zealand and Australia, at the Millennium Stadium.

Unilever launched its Dove Men+Care range in 2010, supported by a major brand campaign using the strapline, "Isn’t it time for comfortable skin?".

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

 


Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360