A Dove Men+Care ‘Hug Team’ took to the streets of Philadelphia in the days after Super Bowl LVII to give confident, supporting hugs to Eagles’ fans in need of support as part of the male grooming brand’s ongoing US #HugLikeADoveMan initiative.
The street activation, developed with agency Edelman USA, leveraged the Big Game loss by supporting disconsolate Philadelphia Eagles fans whilst simultaneously promoting the brand’s ‘new and improved 72-hour antiperspirant’ – ‘designed to provide men with the confidence to express care through hugs without the worry of underarm distractions like sweat or odour’.
The Unilever product development was inspired by recent research commissioned by Dove Men+Care which found that ‘underarm distractions’ can hold men back from performing simple acts of care – including hugging – with 81% of those interviewed reporting that ‘sweat is a consideration that would prevent them from hugging someone’.
As the brand is committed to ‘bringing out the best in a man’, its mission was to ‘solve the underarm insecurities holding back on showing care to those they love or those who need it most’.
To launch the campaign, Dove Men+Care appeared on the streets and sidewalks of Philadelphia, PA on the day that the city had hoped to be holding a Big Game victory parade after The Big Game.
It’s ‘Hug Team’ comprised of a group of super-fans armed with the new Dove Men+Care antiperspirant which took to the losing team’s city streets to give confident, reassuring and supporting hugs to disconsolate fans in need of a boost and to hand out product samples.
The hugs were ‘exclusively’ for Philadelphia fans.
The campaign also highlights that the new Dove Men+Care product range will be on shelves across the US from 15 February at mass market retailers at a RRP of $6.99 for sticks and $7.99 for aerosols and it seeks to drive viewers online to learn more about the range at and the #HugLikeADoveMan campaign at DoveMenCare.com, or by following @DoveMenCare on Twitter and Instagram.
“To #HugLikeADoveMan is to confidently show care to others, without feeling held back by underarm distractions,” said Dove Men+Care Senior Brand Manager Lindsey Phillips. “Through our research, we uncovered that sweat interferes with men’s daily activities, with 45% of men saying they would show more affection if their sweat was better controlled1. Our new 72-hour product reformulation will help men freely and unselfconsciously care for others, without any unnecessary distractions.”
Comment
And few need it more than Philly sports fans after Super Bowl and World Series defeats in recent months? Although, in our experience it is usually the winners who do more hugging, so perhaps street teams should have also been deployed in Kansas City?
Leave a comment
You must be logged in to post a comment.