Scottish Rugby Renews Partnership With Dove Men+Care With Laidlaw Film

To celebrate the renewal of its partnership with Scottish Rugby, Dove Men+Care launched a new film featuring Scotland captain Greig Laidlaw. The film follows Laidlaw on an individual journey along the North Berwick coastline which ultimately sees him join his teammates at the conclusion. The film comes as Dove Men+Care reaffirms its commitment to rugby union in Scotland following three years of activation, which recently included a campaign across Rugby World Cup 2015 as an official tournament supplier. As before, the deals will see the brand hold exclusive rights to provide Scotland with antiperspirants, shower gels and face products (Scottish Rugby). MARKETING MAGAZINE's Matthew Chapman reported the creative, set to a Hollywood-trailer style voiceover, aims to "show that with the support of teammates players become stronger." The stance is in line with the Unilever-owned skincare brand's "care makes a man stronger" messaging. Nation-specific films are also being released as Unilever "renews its sponsorship of the English, Irish, Scottish and Welsh rugby teams" (MARKETING MAGAZINE, 2/4).