Dove’s marketing mixes sports and style for US Open sponsorship return
The brand is working with fashion photographers to capture trendy tournament looks that do not show white streaks from deodorant.
本条来自 Marketing Dive（Marketing / 资讯），聚焦 brand、consumer。 Let Marketing Dive's free newsletter keep you informed, straight from your inbox.
The brand is working with fashion photographers to capture trendy tournament looks that do not show white streaks from deodorant
- You're all set
- Let Marketing Dive's free newsletter keep you informed, straight from your inbox
The brand is working with fashion photographers to capture trendy tournament looks that do not show white streaks from deodorant
Let Marketing Dive's free newsletter keep you informed, straight from your inbox.
The Unilever brand will pick up the tab at 10 women-owned bars around the U.S., along with running a social content series interviewing fans.
Dove is doubling down on a sponsorship of the US Open that spotlights a sweaty body part most consumers would probably prefer not to think about in the dog days of summer. The US Open, which starts Aug. 23, arrives during an unusually hot season that could draw more demand for underarm protection.
Typical to the brand’s marketing, “Don't Sweat It. Make A Racket.” is focused on promoting confidence and a sense of empowerment in women , including through on-the-ground experiences. The platform showcases Dove Invisible, an antiperspirant that claims to leave no white marks on clothing, and highlights tournament styles that provide side entertainment to the athletic feats on the court.
“We want to encourage everyone to 'make a racket' in their own way. Whether you're making a statement with your match day outfit or cheering at home with your hands raised high, Dove helps you do it without worrying about sweat or white marks,” Kevin Tolson, head of Dove and SheaMoisture deodorants at Unilever, said in a statement.
To that end, the Unilever brand teamed with Hampton and Criollo — the latter of the popular Watching New York account — to snap pictures of people sporting trendy looks for the US Open. Dove is also working with actor-comedian Aquilino and USTA on a fan interview series that seeks to encapsulate what makes the US Open unique.
On the experiential front, Dove will have a refreshment space at the USTA Billie Jean King National Tennis Center that gives consumers a chance to touch up and take photos. The marketer is also helping supply complimentary food and drinks at women-owned bars around the U.S. in a play that could shore up its connections with tennis fans.
Dove will run out-of-home ads in support of “Don't Sweat It. Make A Racket.,” which follows Unilever's personal care portfolio having a large presence at the World Cup earlier this summer. The FIFA pact was the CPG giant’s largest sports partnership activation to date and placed an emphasis on creator marketing, factoring in more than 50,000 global content creators. Unilever’s personal care segment grew underlying sales by 5.9% in Q2, in part thanks to the World Cup activities.
“The FIFA World Cup has been a pivotal moment for Unilever,” CEO Fernando Fernandez said on a recent earnings call when discussing the results of the World Cup sponsorship . “We believe that this is a proof of what Unilever is creating in terms of a new social-first model of reach and engagement for our brands at a scale that I personally believe very few companies can match.”
Dove became the Official Underarm Sponsor of the US Open last year with a campaign that sought a creator ambassador to fulfill a N.U.L. (Name, Underarm, Likeness) deal and film content at the tournament. Degree, a sister brand at Unilever, has also been ramping up its sweat-themed messaging, including through a recent effort that renamed New York City subway stations to better reflect their hellish temperatures during the summer.
Get the free daily newsletter read by industry experts
E.l.f. Cosmetics/Oberland
Diverse representation continues to present a major opportunity for brands and could become even more of an expectation during the end-of-year period.
From a condiment collaboration with hip-hop producer Mustard to a Weinermobile race, Todd Kaplan tries to keep activations rooted in insights.
Subscribe to Marketing Dive for top news, trends & analysis
Sign up for the free newsletter.
Interested? Explore more of what has to offer.
You're all set
Thanks for signing up! Please keep an eye out for a confirmation email from [email protected] To ensure we make it into your inbox regularly, add us to your allow list, mark us as a safe sender, or add us to your address book. Check out more from
Get the free daily newsletter read by industry experts
E.l.f. Cosmetics/Oberland
Diverse representation continues to present a major opportunity for brands and could become even more of an expectation during the end-of-year period.
From a condiment collaboration with hip-hop producer Mustard to a Weinermobile race, Todd Kaplan tries to keep activations rooted in insights.
The free newsletter covering the top industry headlines
本条目归入「Brand Marketing」垂直，涉及真实话题：brand、consumer。
· 市场：关注 brand、consumer 对相关品类与竞争格局的潜在影响。
· 消费者：受众行为与偏好变化值得追踪。
· 品牌：本动向对品牌资产建设的启示。
· 渠道：内容分发与触点组合（社媒 / 电商 / 线下）的协同值得复盘。
· 核心话题：brand、consumer。
· 可思考：如何把「brand」的洞察，转化为可衡量的内容与增长动作？
面试中可引用「Dove’s marketing mixes sports and style for US Open sponsorship return」：围绕 brand、consumer，说明你对行业动向的判断与可落地动作。
本条目相关英文术语可在「商务英语」模块按话题检索，用于外企面试表达训练。
The Unilever brand will pick up the tab at 10 women-owned bars around the U.S., along with running a social content series interviewing fans.…
Let Marketing Dive's free newsletter keep you informed, straight from your inbox.…
Dove became the Official Underarm Sponsor of the US Open last year with a campaign that sought a creator ambassador to fulfill a N.U.L. (Name, Underarm, Likeness) deal and film con…