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US launch case. ICP case excercice : US Launch of Dove Men care. BRAND FUNDAMENTALS. BUSINESS OPPORTUNITY. Brand Point of view: Beauty isn’t about stereotypes but comes in all sorts of shapes.

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icp case excercice us launch of dove men care
ICP case excercice : US Launch of Dove Men care
  • BRAND FUNDAMENTALS
  • BUSINESS OPPORTUNITY

Brand Point of view: Beauty isn’t about stereotypes but comes in all sorts of shapes

BUSINESS Objective & Marketing Challenge: Successfully export the Dove Franchise to Men care, an already crowed category

Brand Idea: Real Beauty

Brand Personality & Values: Simple, natural, honest

Growth TARGET: Mature men, current Brand switchers,

shopping in Supermarkets, not recognizing themselves

in the stereotypes conveyed by Media

CONNECTION STRATEGY

  • Connection tasks:

Communication Objective:

Get men to consider trying Men+Care by establishing it as

the 1st brand to truly understand them.

  • ZMOTH : Leverage their centers of interest to build
  • awareness & emotional engagement fast
  • - FMOTH : Ensure visibility & attractiveness
  • SMOTH : Educate them on usage & men care tips
  • 3MOTH : Boost advocacy

Consumer Truth:

In a world were men’s role are more complex and less

clearly defined, it takes time and experience for a man

to be comfortable with oneself

Answer:

Only Men+Care helps men feels as comfortable

in their skin as they are with their life

Proof: Superior skin care products & tips designed for

today’s REAL men.

Desired Target Response:

I feel comfortable trying Dove + Men

icp case excercice us launch of dove men care1
ICP case excercice : US Launch of Dove Men care
  • BRAND FUNDAMENTALS
  • BUSINESS OPPORTUNITY

Brand Point of view: You are more beautiful than you think

BUSINESS Objective & Marketing Challenge: Successfully export the Dove Franchise to Men care, an already crowed category

Brand Idea: Real Beauty

Brand Personality & Values: Simple, natural, honest

Growth TARGET: Mature men, current Brand switchers,

shopping in Supermarkets, not recognizing themselves

in the stereotypes conveyed by Media

CONNECTION STRATEGY

  • Connection tasks:

Communication Objective:

Get men to consider trying Men+Care by establishing it as

the 1st brand to truly understand them.

  • ZMOTH : Leverage their centers of interest to build
  • awareness & emotional engagement fast
  • - FMOTH : Ensure visibility & attractiveness
  • SMOTH : Educate them on usage & men care tips
  • 3MOTH : Boost advocacy

Consumer Truth:

In a world were men’s role are more complex and less

clearly defined, it takes time and experience for a man

to be comfortable with oneself

Answer:

Only Men+Care helps men feels as comfortable

in their skin as they are with their life

Proof: Superior skin care products & tips designed for

today’s REAL men.

Desired Target Response:

I feel comfortable trying Dove + Men

Timing: Tomorrow 2 pm – ICP idea +

Keep touch-points executions

Production & media budgets : 1M $

All included – 6 M $ media + 1M€ content

Communication Ownables: To be created

Dove :

Agency:

Media KPIs: Maximize reach in 2 1st week launch,

Ensure qualitative repeat , drive trafic to digital content

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