SBD/August 29, 2012/Marketing and Sponsorship

Fly Pattern: John Elway, Doug Flutie Appearing In Latest Dove Campaign

Unilever has tapped Pro Football HOFer John Elway and former NFLer Doug Flutie "as the next pitchmen for its Dove products for men in a TV and online push set to kick off this weekend and coincide with the college football season,” according to Frank Quaratiello of the BOSTON HERALD. Flutie in his TV ads talks about “coaching his daughter’s soccer team, the advantages of being shorter than the traditional quarterback and about playing football with his brother Darren, without ever mentioning the Dove products.” Unilever VP/Marketing for Skincare Robert Candelino said, “Doug Flutie was a no-brainer, a perfect fit. He may be retired, but to our core (customer), he’s every bit as relevant.” Candelino “didn’t disclose how much Unilever is spending on the ad campaign, which kicks off Saturday." However, he said that it is a "major initiative that will be ‘everywhere’ from TV to mobile phones and tablets.” The campaign also includes “a partnership with Microsoft’s Xbox” (BOSTON HERALD, 8/29).
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