Because of our discussion during the first week of class about the Dove marketing campaign, I wanted to share this with you guys. I was flipping through TV channels the other day and noticed that the AFC Championship football game had a surprising sponsor-- Dove. It looks like Dove is trying to expand into a new market and create products for men. You can view the Dove Men + Care website here: http://dove.us/mencare/. What is really cool about Dove's marketing strategy is that they are marketing their men's products the same way they market their womens' products. The tag line in the commercial on the Dove Men + Care website is " You've reached a stage in life where you're comfortable. Shouldn't your skin be just as comfortable?"
I think it is really interesting that Dove is attempting to expand into an entirely new market but, at the same time, is targeting men whose wives, sisters etc. probably already use Dove products. Dove is also sticking with the same "be comfortable in your own skin" message that it uses to market its women's products. I wonder if this marketing strategy will be effective or if Dove is targeting too narrow a market (it appears they are aiming for stable, married family men).
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Cool find! So what do you think - will the same type of comfort/self-esteem pitch work for the target audience of men in stable relationships?
ReplyDeleteAlso, who do you think is most likely to make the purchase - a man or his wife? I wonder if they're creating this message in hopes that a woman will buy into it and purchase the product for her husband... or if they're hoping for a man to purchase it himself.
If the target audience for the product are married men, it is more likely that the wives are actually making the purchase. I think the advertising, therefore, should be targeted towards married women. I can understand why Dove would keep the same "be comfortable in your own skin" theme. If women purchase and enjoy Dove products, why wouldn't they buy similar products for their husbands? Dove has the right idea, but I'm not sure a football game is the right time to advertise.
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