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Unilever’s Dove is introducing a new line of cleansing products, targeted toward what we call the metrosexual man. Well known for their campaign toward “real beauty” for women, Unilever is also responsible for AXE.
AXE commercials are famous for trying to convince their customers that their products will attract a bevy of beauties, create world peace and solve the economy. Perhaps this new line of cleansing products for men is aimed to those males who are ad-savvy and know that even the best smelling deodorant cannot transform you into the next Hugh Hefner. (Smelling good, though, is always a plus!) However, Dove has chosen to launch its ad campaign during the Super Bowl.
Already launched in Italy last year and already on shelves in the US as of last week, the only thing that awaits us is how Dove plans to market their new line.
I look forward to either seeing a “Real Campaign for Masculinity” or even the typical male models getting soapy. What kind of ad campaign will Dove launch for Super Bowl? Time will only tell.