Dove Super Bowl Play Scores With Men

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When Unilever first disclosed it was launching its new Dove Men + Care line with a commercial during Super Bowl XLIV, industry watchers questioned whether making a costly 30-second buy was the right strategy.

Now, it seems the move has paid off for Dove, at least according to initial ad buzz results.
 
Prior to CBS’ broadcast of the Super Bowl, three of the most popular terms associated with Dove were “soap,” “beauty” and “deodorant.” But in the 24 hours following the game, the Dove spot, via Ogilvy & Mather, started generating terms like “Super Bowl,” “ad” and “men,” per Zeta Interactive, a New York digital and interactive marketing agency.

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