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Unilever's Dove Men+Care brand is launching a new campaign, "Real Strength," in an effort to cater to the evolving definition of masculinity among male consumers.
Dove Men+Care will debut the campaign's new TV spot during the Super Bowl, which aims to "celebrate men who embrace their caring side, which is no longer antithetical to being strong," according to the brand. The spot is a take on the brand's viral "Call for Dad' film, which can be watched online.
"The core of male masculinity today is rooted in his strength of character," said Dr. Michael Kimmel, author, researcher and advisor in the Dove Men+Care "Care Makes a Man Stronger" study, which indicates that 86 percent of men believe the idea of masculinity has changed compared with their father's generation, and that nine out of 10 men see their caring side as a sign of strength.
"Traits like integrity, authenticity, and how he cares for himself and those around him are integral to how a man perceives his own masculinity today – versus physical strength, power and affluence that prior generations may have prioritized," Kimmel added.
Added Jennifer Bremner, director of marketing for Englewood Cliffs, N.J.-based Unilever: "We know that men today are embracing their caring roles more than ever, and that these experiences are fulfilling and strengthening them. This inspired us to share a film that shows what strength truly looks like today."
In support of the campaign, the brand urges fans to share photos across Facebook, Twitter and Instagram using the #RealStrength hashtag.