Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Events and Attractions

IMG Sports Marketing Symposium: Unilever Exec Talks About Dove Men Campaign

Unilever Marketing Dir of Personal Wash U.S. Rob Candelino kicked off the second day of the IMG Sports Marketing Symposium with a discussion that largely dealt with Dove Men’s “Journey to Comfort” marketing campaign. Candelino explained what the company found in its research that led to the launch of the campaign. “There was one consistent thing, there was a spine that ran through all of our learnings everywhere from everyone we talked to, and it was this: that guys eventually reach a point in their life where they’re figuratively comfortable in their own skin. … It wasn’t just that moment that we wanted to feature. That wasn’t that important to our guys. What they wanted to hear was the journey.” The TV and digital ads first featured Yankees manager Joe Girardi, Cardinals 1B Albert Pujols and former MLBer Andy Pettitte. Dove then launched the campaign during the NCAA tournament and featured Basketball HOFer Magic Johnson, Georgetown men’s basketball coach John Thompson III and former Duke G Bobby Hurley. Candelino talked about the importance of advertising to NCAA viewers. “Forty-two percent of the audience of the NCAA Tournament March Madness is exactly in our wheelhouse. It’s our guy. And this 42%, that’s a lean-forward audience. They’re very much engaged. It’s not passive viewing like many sports are. This is one month of intense focus and they devour data.”

See a full agenda for the conference, and get highlights and updates from the sessions via SBJ/SBD's running blog and Twitter feed.

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2011/10/06/Events-and-Attractions/Dove.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2011/10/06/Events-and-Attractions/Dove.aspx

CLOSE