Intel continues its push into sports Nike signs key players ahead of draft CAA Sports wins race for F1 agency deal Custom cans part of A-B’s PGA Tour renewal Falcons stadium on cusp of $1B mark Busch using NASCAR ties for loyalty program Arnie’s Army rebrands, signs 3 sponsors The Lefton Report: A new IPG CSM adds GlideSlope to the fold NBA plans playoff promotion
Upcoming Conferences and Events
May 31 - Jun 1
SBJ/Aug. 26-Sept. 1, 2013/Marketing and Sponsorship
Dove Men + Care steps back up to plate with MLB
Published August 26, 2013, Page 7
Unilever personal care brand Dove Men + Care has signed an advertising partnership with MLB Advanced Media, extending its multiyear run of using sports as a key piece of its marketing strategy.
In the latest effort, Dove Men + Care video and display advertising will appear across MLB.com and team pages and during video segments, and will be connected to MLB.com-related social media extensions. The creative will feature fatherhood-related stories from players such as the Detroit Tigers' Torii Hunter, the Tampa Bay Rays' Ben Zobrist and the Chicago White Sox' Chris Sale.
In each instance, Dove Men + Care is seeking to forge a more genuine depiction of adult males as opposed to veering toward the extremes of macho or clueless.
“There’s nobody talking to this group as real men with real issues,” said Rob Candelino, vice president of brand building for Unilever’s skin care business. “We’re offering what we believe to be a whole new narrative on how men are depicted in advertising, and it’s something we’re very proud of.”
The MLBAM partnership will roll out as a 10-week series, beginning this week and extending through the duration of the 2013 season, with each week featuring a new player. Videos and other content will be housed at MLB.com/DoveMenCare. MLBAM also is running its first national sweepstakes through the Instagram social media platform. Fans submitting their own father-son baseball photos can enter to win a trip to Opening Day next year.