Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.
Dove Men+Care’s digital campaign for Father’s Day riffs off the idea that dads are sick of their Ward Cleaver image and want credit for changing diapers, making dinner and consoling heartbroken teens. But this creative isn’t all touchy-feely—it’s based on some hard data.
Dove hired Edelman Berland to interview 1,000 fathers ages 25-54. “Three-quarters of dads say they are responsible for their child’s emotional well-being,” said Rob Candelino, marketing vp and general manager, Unilever’s skin care.