Dove Men+Care’s digital campaign for Father’s Day tugs at the heart.
Fathers want credit for their child-rearing role in the family, and this is based off hard data. Dove hired Edelman Berland to interview 1,000 fathers between the ages of 25 and 54. Fathers feel their role in their families have not been fairly represented in the media. Research showed that they feel their fatherly responsibilities are routinely misrepresented as clueless, ineffectual or outdated.
Dove’s campaign effectively portrays dads in the best of light, but will it help its sales? If Dove’s logo wasn’t at the end, we probably wouldn’t even know the commercial was for soap.
Do you think fathers are represented well in Dove’s advertisement? And does it make you feel good enough about Dove to reach for the soap next time you’re at the store?
Happy Father’s Day to all the dads out there!