Dove is set to make a powerful return to the 2024 Super Bowl, bringing a 30-second TV commercial that will debut during the first quarter of the big game. The beauty brand made waves in 2006 with a Game Day ad emphasizing the significance of boosting self-esteem in young girls, and this time, the focus remains on spreading a vital message about fostering body confidence in girls to encourage their continued participation in sports.
In collaboration with Nike, Dove co-commissioned research revealing that 45% of teenage girls globally abandon sports due to low body confidence. In response, they introduced "Body Confident Sport," a pioneering and scientifically-proven set of coaching tools specifically designed to enhance body confidence in 11-17-year-old girls. This initiative aligns seamlessly with Dove's commitment to making sports an inclusive space where all girls can thrive and feel a sense of belonging.
Empowering Body-Confidence Sports Ads
Dove's 2024 Super Bowl Ad Will Inspire Young Girls
Trend Themes
1. Body Confidence in Sports - The focus remains on spreading a vital message about fostering body confidence in girls to encourage their continued participation in sports.
2. Co-commissioned Research - In collaboration with Nike, Dove co-commissioned research revealing that 45% of teenage girls globally abandon sports due to low body confidence.
3. Enhancing Body Confidence - Introducing 'Body Confident Sport,' a pioneering and scientifically-proven set of coaching tools specifically designed to enhance body confidence in 11-17-year-old girls.
Industry Implications
1. Beauty Products - Dove, a beauty brand, is using their platform to spread a vital message about fostering body confidence in girls.
2. Sports Apparel - In collaboration with Nike, Dove aims to address low body confidence in girls through their 'Body Confident Sport' initiative.
3. Market Research - Dove's co-commissioned research with Nike reveals the alarming statistic of 45% of teenage girls globally abandoning sports due to low body confidence.