2.  Unilever initiated the new line for men during December of 2009  First commercial was launched during the 2010 Super Bowl  The line includes: 3 body washes, 2 bar soaps, and a scrubber

3.  Trying to branch out from the typical “feminine” line of products  Targeted at men aged 38-50  Aimed at men who are “comfortable in their own skin”comfortable

4.  Grown steadily, but hasn’t expanded as quickly as marketers were hoping  Competition: › Strong competition  Old Spice  Axe › Other competition  Gillette  L’Oreal Men Expert  Nivea for Men

5.  “We know that while men’s overall interest in personal care is not as strong as women, men are becoming more sophisticated in grooming desires, but still want a simple routine. We also know that 51% of men are already using women’s skin care products and many men trust and use Dove” – Kathy O’Brien, VP and GM of Unilever Skin in the US

6.  Early success thus far: sales exceeded Unilever’s target expectations  Positive social feedback › Twitter › Blogs  Focuses on replenishing skin’s moisture unlike other men’s products that dry out the skin (the number one complaint from men regarding skin care)

7.  There are two commercials › One uses the emotional appeal  Relates to the “average man”  Shows big moments in life: birth, dating, school, marriage, children › One uses the rational appeal  Advertises the benefits  Focuses on the practical need for the product

8.  Neff, Jack, and Rupal Parekh. "Dove Takes Its New Men's Line to the Super Bowl - Advertising Age - Special Report: Super Bowl 2010." Advertising Age - Ad & Marketing Industry News. 5 Jan. 2010. Web. 08 Nov. 2010..  http://www.emarketer.com/blog/index.php/case-study- unilever-dove-male-grooming-marketing/ http://www.emarketer.com/blog/index.php/case-study- unilever-dove-male-grooming-marketing/  http://content.dove.us/mencare/ http://content.dove.us/mencare/