Dove Men+Care Tackles Underarm Distractions with #HugLikeADoveMan Post-Super Bowl Campaign

Dove Men+Care, a powerhouse men's grooming brand in the US proudly launches its new campaign #HugLikeADoveMan. The campaign from Edelman brings attention to the brand's new and improved 72-hour antiperspirant, designed to provide men with the confidence to express care through hugs without the worry of underarm distractions like sweat or odour.

According to a new research study commissioned by Dove Men+Care, underarm distractions can hold men back from performing simple acts of care – including hugging – with 81% saying that sweat is a consideration that would prevent them from hugging someone. As a brand, Dove Men+Care believes care brings out the best in a man, yet because of underarm insecurities, men are holding back on showing care to those they love or those who need it most. 

"To #HugLikeADoveMan is to confidently show care to others, without feeling held back by underarm distractions," said Lindsey Phillips, senior brand manager, Dove Men+Care at Unilever. "Through our research, we uncovered that sweat interferes with men's daily activities, with 45% of men saying they would show more affection if their sweat was better controlled1. Our new 72-hour product reformulation will help men freely and unselfconsciously care for others, without any unnecessary distractions."

To launch the campaign, Dove Men+Care showed up in Philadelphia, PA on the same day that the winning city had its celebratory victory parade after The Big Game. A Hug Team comprised of super-fans armed with the new Dove Men+Care antiperspirant descended into the losing team's city streets, giving confident hugs to fans in need, along with product samples. 

While these hugs were exclusive to Philadelphia fans, Dove Men+Care encourages all men to switch to Dove Men+Care's reformulated 72-hour antiperspirants and aluminum-free deodorants so they, too, can feel more confident to #HugLikeADoveMan. The new Dove Men+Care products will be on shelves across the U.S. starting February 15th and retailing at mass market retailers at an MSRP of $6.99 for sticks and $7.99 for aerosols.