Dove launches campaign for men's line, including social, e-mail opt-ins

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Unilever's Dove brand has launched an integrated campaign for its Men+Care line of skin products, including social media, TV and a microsite, DoveMenCare.com.

On the microsite, users can view demos of how the products work, watch commercials and print $1-off coupons. To receive the coupons, consumers must enter their first and last name, birthday, gender and e-mail address. They have the option to opt-out of receiving e-mailed offers from Dove and other Unilever brands, but they can also opt in to get those offers only from the Men+Care brand.

The brand will debut a 45-second commercial called “Manthem” during Super Bowl XLIV on February 7. It will depict milestones in a man's life from birth to fatherhood in a montage of humorous scenes set to the “William Tell Overture,” according to a statement from Unilever.

The brand will also engage consumers through Twitter and Facebook accounts. Dove will urge followers on the social sites to share their own “unsung moments” of manhood via photo, video or text. These moments could include initiating a first kiss, graduating from college, getting married, lifting heavy objects and checking for monsters under the bed, according to Unilever's statement on the campaign.

The line includes body wash and bar soap, as well as a double-sided “shower tool” to scrub and exfoliate.

Dove was aided by agency Mindshare, which referred calls seeking comment to its client. A Dove representative could not be immediately reached for comment.   

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