Dove Men+Care adds fatherhood to the sports spotlight during March Madness
ENGLEWOOD CLIFFS, N.J. — Unilever’s Dove Men+Care has teamed up with basketball greats to share a different side of themselves with sport fans throughout the NCAA Division I Men’s Basketball tournament.
The Unilever men's personal care brand is giving fans a look beyond free throws during March Madness to show how important fatherhood is to nine-time basketball All-Star Dwyane Wade and college sports analyst Jay Bilas. Starting on Wednesday, Dove Men+Care will celebrate men who care for what matters in the "Real Moments" campaign, which highlights relatable experiences from the lives of these college basketball icons, the manufacturer stated.
"This year during the tournament Dove Men+Care will showcase moments in men's lives that really matter," stated Rob Candelino, VP for Unilever skin care. "When fans learn that playing 'Defense' for Dwyane Wade means teaching his sons how to guard a mini-hoop in his living room, instead of a fellow player during a professional game, it hits home where men today place priority — caring for their family comes first."
The campaign will share what matters to Wade and Bilas off the court through a humorous yet personal video series that will also highlight the grooming maintenance Dove Men+Care provides men. Featuring new Dove Men+Care face and hair ranges designed specifically for men's needs, and new additions to existing personal wash and deodorant/antiperspirant lines, these videos will air as commercials throughout NCAA March Madness programming, as part of Unilever's multi-year NCAA corporate partnership with CBS Sports and Turner Sports.
Fans can go beyond selecting teams predicted to win the tournament with a new type of 'bracketology' this March Madness. Starting on Wednesday, Dove Men+Care will launch a series of eight online matchups that asks guys to vote between two "Tournament Tools." Tools will include experiences that can enhance basketball viewing such as a baby pool full of nachos, enough hot wings to fill a pickup truck or a one-on-one interview with Bilas.
One fan will be chosen each round to win that week's top tool. One winner will have the chance to take home the complete 'Tournament Toolbox' of every round's top picks, including tickets to the 2014 Final Four.