http://www.youtube.com/watch?v=L15CZ6HWbLw

http://content.dove.us/mencare/Tv.aspx

• Secondary research shows need for better product

• Graph shows how little of impact Men’s Care has on profits

• Saw opportunity

Our aim is 13-24

We want this guy, and his nephew!

GOALS•Develop Brand Image•Create Awareness

OBJECTIVES

•Generate Sales •Stand alone from competitors•Show consumers that Dove is a quality product•Seek direct and indirect action

• Proof Points– Their sponsorship of Boys

and Girls Club of America– Dermatologist

Recommended – Support of “real beauty”

Why consumers choose Dove•Perceived high quality•Represents things that the consumer believes in- good hygiene and beauty

Media Strategy

Primary • TV commercials

– Sports playoffs– Pulsing strategy

Secondary • Word of Mouth

– Men are highly influenced by celebrities and role models

– Create Buzz about the new image

• We understand our consumers

• Increase Brand loyalty & Brand awareness

• Calm, cool, confident

• Great quality at affordable prices

• Competition advertising

• Our Competition advertising strategies: Axe Old Spice

• Our Ad Campaign’s:–Tone–Message–Delivery–Media usage

• Increase brand awareness• Create / maintain brand loyalty• Increase profit• Gain market share