A Lady’s Brand Wants In On Man’s Game

How do you get men to use Dove? Naturally, you must convince them it’s okay to do so. It’s no easy task, of course, so I’m not surprised to see this spot fall short.

The spot asks, “Now that you’re comfortable with who you are, isn’t it time for comfortable skin?” Even if I answer yes to that rhetorical question, I don’t know that Dove’s new line extension is the answer I didn’t know I was seeking. Product launches need product details woven in somewhere.
Another issue I have with this spot is the set up. I can think of better ways to get where this spot is going. Instead of a tour through one’s personal development as a man, Dove could portray manly men doing otherwise “girly” things like reading poetry or slaving away over a soufflĂ©.
Finally, there’s the question, “Isn’t it time for comfortable skin?” That’s not the right question. The question is “Are you man enough for Dove?”
One thing Dove did get right is having a ready-made video of Drew Brees singing in the shower on their Web site.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. I recently re-read “Positioning: The Battle for Your Mind”, where brand extensions like this one are treated as “traps”. Nothing good ever comes out of them. Along those lines, the Dove for Men move makes me think, Good luck (selling a brand for women to men). I’m curious how it turns out, though my money’s on Dove for Men folding within two years.