Dove Men + Care – Rugby

Dove Men + Care partners with The Telegraph and talkSPORT radio with the aim of becoming the biggest personal care brand in world rugby. 

Brand: Dove Men + Care

Agency: Mindshare

Date: 2013

Media: Print, online and radio


  • With a target audience of ABC1 males 35-54, Dove Men + Care needed to associate itself with something this group felt passionate about, in order to encourage brand trial and create user loyalty
  • By partnering with The Daily Telegraph, official media partner of the Rugby Football Union, Dove Men + Care aligned themselves with rugby, giving access to the sports audience
  • A good professional relationship between The Telegraph and talkSPORT radio, the other arm of the partnership, made for a unified and cohesive campaign
  • Activity included branded supplements, sponsorship of rugby editorial columns, cover wraps and strip ads around relevant content
  • Telegraph journalists featured on talkSPORT shows

National press (The Telegraph) really delivered for us on a number of levels. Firstly the content was key. Quality in-depth coverage gave us the platform to build our rugby credentials to target a male audience who we knew were low consumers of other media. What was also refreshing was how the title worked very closely with other media and they should be applauded for really understanding how our audience act and deliver such a rounded and successful partnership.

Dove Men + Care

Mindshare's work for Dove Men + Care was shortlisted for the Newsworks Planning Awards 2013. See here for more. 


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