Dove Men+Care Ramps Up #SCRUMTOGETHER Campaign

Dove Men+Care, Unilever’s male skincare brand, is ramping up its #SCRUMTOGETHER campaign with the launch of a Rugby World Cup 2015 ticket giveaway which went live this week. @DoveMen will host the competition which asks fans to ‘scrum together’ in order to unlock both tickets and exclusive content every Thursday across the tournament.  

In addition to the ticket giveaway, Dove Men+Care is well underway with its Rugby World Cup 2015 campaign which is anchored by a consistent #SCRUMTOGETHER strapline: almost 10,000 of the brand’s anti-perspirants, shower gels and face products are already en route to stadiums across the country where they will be used by over 600 of the world’s best rugby players; major retailers have been running Rugby World Cup 2015 ticket promotions in their male grooming aisles since June; and iconic London buses have been wrapped with Dove Men+Care #SCRUMTOGETHER messaging for the duration of the tournament. 

To amplify and support this activity, from next week, Dove Men+Care will kick off a partnership with the Daily Telegraph.  The ‘#SCRUMTOGETHER Series’ will explore the support networks around major names, including Wales’ George North and England’s Courtney Lawes, through interviews with the players themselves and those closest to them.  The same week, 600 additional buses carrying the brand will hit the roads up and down the country.

Dove Men+Care will also air a bespoke rugby advert on ITV the day of the opening match next Friday.  An adaptation of Rudyard Kipling’s poem ‘If’, the TV commercial features rugby stars Owen Farrell, George North, Luke Fitzgerald and Ross Ford and articulates all that #SCRUMTOGETHER means for the brand; that is, the overlap between rugby’s values of teamwork, camaraderie and family, and that of the Dove Men+Care’s message ‘Care Makes a  Man Stronger’.  This will be supported by a second iteration of the short film which heroes the fans behind those players which Dove Men+Care will preview exclusively to those entering the ticket competition on @DoveMen this Thursday.

On Twitter, @DoveMen will also host a wealth of exclusive content captured from inside the camps as England, Ireland, Scotland and Wales prepared for the tournament.  

Callum Galloway, Brand Manager of Dove Men+Care, said: “Dove Men+Care has demonstrated its commitment to rugby over many years and we’re really excited about launching our Rugby World Cup 2015 #SCRUMTOGETHER campaign with this match ticket giveaway. Rugby’s values align brilliantly with our brand’s and over the next six weeks or so, Dove Men+Care will look to enhance the fan’s experience of the tournament through our activity.”