Unilever brand Dove Men+Care is turning male stereotypes on their head with its latest marketing campaign.
Nearly half of US men are said to feel that masculinity is portrayed inaccurately in advertising and sports. Only one side of athletes is likely to represented as halftime reports and game analysis usually focus on their strength.
Dove Men+Care is challenging this idea by showing athlete’s biggest triumphs off the field. US Footballers Carson Palmer and Jordy Nelson have filmed a short clip each showcasing their personal highlights from the past year.
The clips will be shown on the Dove Men+Care website, as well as on Facebook, Twitter and Instagram. Fans are encouraged to share the clips using the hashtag #RealStrength.
In the films, both athletes share stories about their work as fathers, siblings and friends, working in their local communities. Palmer said: “In my 17 years of play, I’ve seen hundreds of highlight reels featuring my footage, but when I think about what I’ve accomplished in life I don’t recall game tape. My greatest achievements unfold with my team at home and in my community, and the sum of these are captured in Dove Men+Care’s Real Strength Highlight Reel.”
Jennifer Bremner, Director of Marketing at Unilever, explained: “Masculinity has evolved, and our brand wants a piece of renowned sports culture to reflect that. In 2015, Dove Men+Care used advertising during the Big Game to celebrate real strength, and this year, our brand continues to show the what kind of man you are is measured by your strength of character, not by how many yards you carry the ball.”
In recent years, the perception of male athletes has started to change, with many publicly talking about their family roles. Unilever says that 75% of men believe this shift will have a positive impact on society.