Launched on 09 Sep 2019, 10 days ahead of the start of the Rugby World Cup 2019, Dove Men+Care rolled out a new global ambassador led video series focusing on the theme of parenthood.
Featuring some of the world’s biggest rugby stars, the Parenthood v Rugby film series explores the parallels between professional rugby and parenthood in a campaign called ‘Care For Every Position You Play’.
The Unilever owned male toiletries brand initiative sets out to offer insights into how the world’s best players balance pursuing excellence on the pitch with parenthood at home.
It also sees the brand leverage its own tie-ups with eight international rugby unions: including England Rugby, Welsh Rugby, Scottish Rugby, Irish Rugby, Italian Rugby, Argentinian Rugby, South African Rugby and Rugby Australia.
As well as timed to leverage spiking rugby interest ahead of the mid-September start of the japan 2019 World Cup, the campaign also leverages the UK release of the brand’s Sport Active+Fresh 2019 limited edition rugby product.
Each short video features a player from one of the Euopean nations giving an insight into how they balance their career with parenthood, in line with the brand’s “Care for every position you play” narrative.
The above video features England’s Courtney Lawes, Italy’s Sergio Parisse, Sotland’s Stuart Hogg, Ireland’s Peter O’Mahony and Wales’ Alun Wyn Jones also star.
Chris Barron, Unilever Vice President of Personal Care said: “We’re excited to be launching the ‘Care For Every Position You Play’ series. We all see these players as men on the field performing at the very highest levels under immense pressure, but we as a brand are in a unique position to be able to also highlight the care that goes into all aspects of their lives, in particular the important role they
play at home with their families.”
Comment:
This tightly timed, tournament related campaign follows on from the brand’s ongoing rugby ‘Scrum Together’ initiative which launched back in 2014 (see case study) and continued through 2016 (see case study).
Links:
Dove Men+Care
https://www.dove.com/uk/men-care.html
https://www.youtube.com/user/dovemencareuk
https://www.facebook.com/dovemencaregb/
https://www.instagram.com/dove
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