DOVE Men+Care is giving fans a chance to get even closer than courtside to three of the most iconic National Collegiate Athletic Association (NCAA) personalities. Get to know a different side of legend Earvin “Magic” Johnson, Georgetown Head Coach John Thompson III and famed Duke point guard Bobby Hurley as they reveal the personal milestones that helped them become comfortable in their own skin – on and off the court. The new series of “Journey to Comfort” videos premieres today celebrating the entire line of male grooming products from Dove® Men+Care™ – including the launch of new Dove® Men+Care™ Antiperspirants/Deodorants and Sensitive Clean Personal Wash, which help men literally feel comfortable in their own skin. Thanks to Unilever’s new NCAA Corporate Partnership, the stories will be shown throughout NCAA® March Madness® programming and at www.dovemencare.com.
“The ‘Journey to Comfort’ stories are about highlighting personal milestones that all men who are comfortable in their own skin can appreciate,” said Rob Candelino, Marketing Director Personal Wash US, Unilever. “Our NCAA Corporate Partnership allows us to utilize NCAA March Madness in a fresh, new way for Dove® Men+Care™ to connect with these men during an event they are already passionate about.”
The Journey to Comfort
The NCAA icons join an elite roster of other major sports stars, including Drew Brees, Albert Pujols, Joe Girardi and Andy Pettitte, who have shared a rare look into their childhoods, married lives and other moments that have led them to being comfortable in their own skin and understanding the importance of caring for themselves and others. Magic highlights his journey of growing up as a kid, winning an NCAA championship, playing in the NBA, winning a gold medal in the Olympics and becoming a successful entrepreneur. Thompson and Hurley both reflect on what it was like growing up with legendary coaches as fathers and establishing their own unique identities.
“I believe becoming comfortable with yourself as a man is all about self-confidence,” says Johnson. “I can really relate to the Dove® Men+Care™ ‘Journey to Comfort’ because it has truly been a journey for me having to find comfort in new roles throughout my life off the basketball court such as becoming an entrepreneur.”
Getting Fans in the Game
The ultimate basketball fan can win an once-in-a-lifetime experience to meet Johnson at a game in Los Angeles by playing Trivia Timeout at www.dovemencare.com or on their iPad or iPhone. By answering NCAA-themed questions, fans will be entered into a sweepstakes where they could win the grand prize as well as other NCAA prizes such as tickets to the 2012 NCAA® Men’s Final Four® in New Orleans. The sweepstakes runs March 11, 2011 – April 5, 2011.
Launching tomorrow, the Dove® Men+Care™ iAd will be the first ever iAd for iPad, the latest expansion of Apple’s revolutionary new mobile advertising platform. In addition to being able to play Trivia Timeout, fans will be able to watch extended stories from basketball greats Johnson, Thompson and Hurley. The new Dove® Men+Care™ iAd for iPad will also deliver dynamic 3D graphics and sports-centric activities including the Dove® Men+Care™ “Game Day Fan Zone” that allows fans to access daily game schedules.
Fans can be the first to know about NCAA Tournament action including game times, team match-ups and fun facts by following @DoveMenCare on Twitter. The new Twitter handle gives fans the chance to win collegiate team merchandise as well as tickets for movies and sporting events. Fans can also keep up with Johnson on Twitter by following @MagicJohnson for the latest on his “Journey to Comfort” with Dove® Men+Care.™
NCAA Corporate Partnership
Unilever, the makers of Dove, will spotlight Dove® Men+Care™ during its inaugural season as a proud partner of the NCAA® Division I Men’s Basketball Championship. The “Journey to Comfort” campaign will air during NCAA® March Madness® programming across CBS, TBS, TNT and truTV, as well as through their online properties.
As a leader in personal care, this multi-year commitment includes Unilever’s full portfolio of men’s and women’s personal care brands with exclusive category marketing and promotional rights related to all 88 NCAA championship events across 23 Men’s and Women’s sports as well as integrated marketing opportunities, retail and print, promotions, online and television advertising. The sponsorship will come to life during the NCAA Men’s Basketball Tournament across major retailers nationwide with in-store displays and merchandising starting this month, and culminating with Final Four Weekend in April 2011.
Total Skin Comfort
Thanks to Dove® Men+Care™, all men can literally be comfortable in their own skin. Built on Unilever’s success in the men’s deodorant category and the Dove® brand’s heritage in superior skincare, new Dove® Men+Care™ Antiperspirants and Deodorants are specifically designed to be tough on sweat, not on skin. The new collection is formulated to provide total underarm care specifically for men by fighting skin irritation and providing advanced, 48-hour protection.
Joining the collection of Men+Care Body and Face Wash is the new Sensitive Clean Body and Face Wash that clinically fights dryness better than regular men’s body washes. It is hypoallergenic and created without dyes and fragrances for men who prefer a mild, unscented body and face wash. Additionally, the pH neutral formula guarantees a gentle, comforting clean for men prone to skin irritations.
Dove®, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove® product , which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove® Men+Care™ is the newest range of products from Dove®, developed specially for men. Dove® is available nationwide in food, drug and mass outlet stores.
About Unilever North America
Unilever works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Each day, around the world, we serve over two billion consumers. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann’s, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2009. For more information, visit www.unileverusa.com, www.unilever.ca, or www.unilevercaribbean.com.
About the NCAA
The NCAA is a membership-led nonprofit association of colleges and universities committed to supporting academic and athletic opportunities for more than 400,000 student-athletes at more than 1,000 member colleges and universities. Each year, more than 54,000 student-athletes compete in NCAA championships in Divisions I, II and III sports. Visit www.ncaa.org and www.ncaa.com for more details about the Association, its goals and members and corporate partnerships that help support programs for student-athletes. *NCAA and March Madness are trademarks owned or licensed by the National Collegiate Athletic Association.