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Campaign for Real Men: Redefining Grooming Standards and Embracing Authenticity

The Campaign for Real Men aims to revolutionize men's grooming by fostering a positive body image and challenging traditional definitions of masculinity. By promoting Dove's beauty products, the campaign encourages men from diverse backgrounds, especially those who traditionally resist grooming products, to embrace self-care. With a multi-faceted approach, including interactive marketing and strategic partnerships, the campaign seeks to initiate discussions around male grooming, change perceptions, and ultimately increase sales. Let’s create a supportive environment where real men feel confident in their skin.

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Campaign for Real Men: Redefining Grooming Standards and Embracing Authenticity

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  1. CAMPAIGN FOR REAL MEN Presented by: Xaverian Consultants Sarah Zupnik - David Joyce - Gabriel Nichol - Logan McIver

  2. CAMPAIGN FOR REAL MEN Strengths and Weaknesses • Strengths: • Consistent message- not just a soap, it is a beauty bar • Love-your-beauty attitude lends well to future brand extensions • Penetrated popular culture through use of “free media” • Interactive marketing- e.g. billboards with call-to-action • Actively supported associations that aim to broaden the definition of beauty • Weaknesses: • Use of “free media” can be risky • Failure to address the male population

  3. CAMPAIGN FOR REAL MEN Competitors • Nivea, Olay, Aveeno, Gold Bond, Eucerin, Vaseline, St. Ive’s and Curel • Nivea: • “Overall Wellness” • “The Care Site”- Nivea.com maintains a focus on not only the wellness of skin, but the wellness of their customer in general. • Nivea line for men- face care, hair care and styling, shower and body care, and deodorant (available in cool kick, sensitive, sport, or revitalizing) • Website for Nivea for Men line • Vaseline: • Mission statement- ‘We are Vaseline. We are passionate about skin. And we want to share that passion with you.’ • Vaseline’s SkinFund • Product line for men- lotions for the body, hands and face • Current site simply features product descriptions of the new men’s line • Message theme of men’s commercials- ‘Fortify your skin’ • Curel: • “Be your best self, carefree, and confident, 24 hours a day • Curel’s Snow Angels campaign with the Starlight Children’s • Foundation- aim to raise $25,000

  4. CAMPAIGN FOR REAL MEN Opportunities • Explore market segment currently not being effectively marketed to • Men's professional beauty market has shown double digit growth rates for most of this decade • Nivea: generation Y, sleek packaging, video-game-like robots, ads featuring young, good looking, fit men • Vaseline: new entry, narrow product line, no website for men’s line, television ads featuring athletic men • Opportunity to create a product/brand that speaks to the average man • Adverse effects such media images can have on male self-esteem-“real-body” factors, like sweat, body hair and body odor • Campaign will encourage the average man to use Dove products, while encouraging the growth of an environment of discussion and • support in regards to men’s issues • Stamp out the stigma that surrounds male grooming

  5. CAMPAIGN FOR REAL MEN Target Market • Not just targeting ‘metro-sexuals’ • Also targeting men who traditionally resisted products • Late generation Y males – Later generation X males • Focusing on ALL ethnicities • Also benefits ‘self improvers’

  6. CAMPAIGN FOR REAL MEN Communication Objectives • Change customer beliefs and attitudes • Initiate dialog, debate, and discussion about what it means to be a “man” • Attract national TV and print media coverage • Drive users to the Dove for Real Men campaign website • Educate target market on the benefits of proper grooming • Move beyond brand awareness to create an affinity with target customer • Ultimately increase sales

  7. CAMPAIGN FOR REAL MEN Communication Tools • (1)Advertising: • Television • Magazines • Billboards • Banner Ads • (3)Public Relations • (2)Sales Promotions: • Point-of-Purchase Displays • Coupons • Sampling (4)Direct Marketing (5)Internet: www.Beamanmoisturize.webs.com

  8. CAMPAIGN FOR REAL MEN Discussion of Tactics • Slice of Life • The Humour Appeal • The Rational Appeal • The Emotional Appeal

  9. CAMPAIGN FOR REAL MEN Budget

  10. CAMPAIGN FOR REAL MEN Budget • Consulting Fee @ $350 000 • Flighting schedule to cut costs and avoid wear out effects

  11. CAMPAIGN FOR REAL MEN Implementation Plan

  12. CAMPAIGN FOR REAL MEN Measuring Results • daily ‘hits’ on the beamanmositurize.com website • Tracking redemption rate of distributed coupons • scanner data from stores which sell Dove products • Increase in sales will be ultimate measure

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  20. CAMPAIGN FOR REAL MEN BeAManMoisturize.webs.com

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