Dove Men+Care launches 'Real Strength' campaign

ENGLEWOOD CLIFFS, N.J. — Unilever’s Dove Men+Care is kicking off a new campaign, dubbed “Real Strength,” just in time for the Big Game to celebrate an evolved vision of masculinity.



"We know that men today are embracing their caring roles more than ever, and that these experiences are fulfilling and strengthening them," said Jennifer Bremner, director of marketing, Unilever. "This inspired us to share a film that shows what strength truly looks like today.  Especially at a time when fans are overwhelmingly hearing about physical feats on the football field, we wanted men (and women) to hear at least one voice saying, 'Care Makes a Man Stronger.'"



Dove Men+Care is bringing a new commercial called 'Real Strength' to the Big Game which offers a fresh take on the brand's viral 'Calls for Dad' film.  The commercial celebrates men who embrace their caring side, which is no longer antithetical to being strong, but is instead the hallmark of modern, well-rounded masculinity. Visit DoveMenCare.com to watch the short film before it airs on Feb. 1.



The new commercial will feature the voice of Mike Greenberg, father of two, renowned broadcaster and one of sports' most celebrated voices.

Dove Men+Care embarked on a new global research study to uncover how men across the globe view masculinity and what truly makes them feel strong. The 2014 “Care Makes a Man Stronger” study was conducted in partnership with masculinity author and research expert, Michael Kimmel. The research revealed that while protecting and caring for others has always been important to men, what that means to his masculinity has changed. The study revealed key insights such as:

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  86% of men say that the idea of masculinity has changed versus their father's generation;


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  9-out-of-10 men today see their caring side as a sign of strength; and


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  Only 7% of men around the world can relate to the way the media depicts masculinity.

The brand also will encourage sports fans to show the personal, caring side of men in their lives by sharing photos across Facebook, Twitter and Instagram. Select photos will be showcased throughout Dove Men+Care digital content, further evolving how masculinity and male strength is portrayed across social media.