Dove Men+Care spotlights real dads' emotional entry into fatherhood
82 percent of men today believe having a child changes the way they think about what it means to be a man1
Englewood Cliffs, NJ (June 15 2015) – Becoming a father is a significant and transformative experience; 82 percent of men globally believe that having a child changes the way they think about what it means to be a man.1 Men today place value in the dual role of provider and caregiver as they embark upon the journey of parenthood and start to share their experiences as a father. Dads are actively embracing digital platforms to showcase their caring sides, which nine out of 10 men believe is a true sign of real strength and masculinity.1 For example, 42 percent of new dads post family-related status updates on a daily basis showing that the amount of content being shared suggests a notable shift in the attitudes of men towards being a father.2
This Father’s Day, Dove Men+Care is launching the ‘First Fatherhood Moments’ campaign to celebrate the emotion, strength and happiness dads openly express upon learning they are going to become a father. Reflective of the increase in dad’s sharing more content online today, the heart of the campaign is captured in a new film, which shares the reaction of fathers-to-be in the first moments they find out they are going to be a dad. Comprised of personal online clips from the lives of 13 real dads, the film portrays their authentic and unfiltered reactions, and offers genuine insight into this pivotal moment when a man learns his life has changed forever.
“Fatherhood has evolved from previous generations, with men drawing strength and fulfillment from their caring roles. In fact, 88 percent of men feel that taking care of their family makes them feel strong,” said Jennifer Bremner, Director of Marketing for Unilever.1 “Our brand has seen this displayed through the personal experiences dads are sharing online. In celebration of Father’s Day, we collated moving moments from real men to show the world that a dads’ care begins from the very first instant he finds out he’s going to be a dad.”
“First Fatherhood Moments” from the lives of real men
The new “First Fatherhood Moments” film celebrates the caring experiences of real dads-to-be from around the world, each with different stories and backgrounds. Some of the moments captured include:
- Matt and Christina Vereb—Christina set up a hidden camera to capture the moment, and handed her husband a Pennsylvania college baby hat (bought in the school where they first met) to reveal their happy news.
- Ian and Darryl Colvin—From Port Moody, Canada, this couple is shown embracing one another as they set eyes on their newborn baby boy (who they never thought they’d have) for the first time.
- Jonathan and Sara Wilson—This couple from San Antonio, Texas shared their moment with a poppy seed—signifying the size of their baby. Sara handed Jonathan the small seed to creatively reveal the news.
Caring for dads from the first moment (and beyond)
Dove Men+Care understands that men today (70 percent) feel the need to be stronger when they enter fatherhood and begin taking care of their families.3 Starting this month, Dove Men+Care is bringing care and resources to dads’ lives as they embark upon parenthood. The brand will debut a new series of open letters “To All Dads” on the emerging publishing platform Medium.com, which will house original content for fathers, from fathers. Dove Men+Care has worked closely with a diverse group of authors, fatherhood group founders, journalists, and masculinity experts to share personal experiences and words of support within the “To All Dads” series to help give encouragement, strength and advice to dads everywhere. Visit http://medium.com/to-all-dads to read the open letters (that will be posted throughout the summer) and share your feedback.
In partnership with select health care groups and organizations nationwide, Dove Men+Care is also launching a new “Dad Care Package” program. The program will equip dads with skin, face and underarm products and an “open letter” in the delivery room, to help ensure dad’s personal care and resources during the busy and exciting initial moments (and days) of parenthood. Ninety-one percent of men feel that in order for them to best take care of those around them, it is important to take care of yourself, and the program will initially distribute 10,000 “Dad Care Packages” nationwide.1 Dove Men+Care intends to support real dads at the time in their lives when they need it most.
For more ‘First Fatherhood Moments,” visit http://www.dovemencare.com/fatherhood.
Strong, healthy skin & hair
Dove Men+Care understands that male strength today is about embracing care for oneself and others. The global men’s personal care brand has a full line of grooming products specifically designed to care for men’s skin, face, hair, and underarms. For more information, go to http://www.dovemencare.com.
About Dove Men+Care us
Dove Men+Care is the first range of products from Dove developed specially for men. Manufactured by Unilever, it is the #1 recommended body wash by dermatologists. Launched in 2010, the Dove Men+Care portfolio includes bars, body washes, face care, anti-perspirant/deodorants, and hair care and styling. Dove Men+Care is available nationwide in food, drug, and mass outlet stores.
About Unilever United States, Inc.
Unilever is one of the world’s leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever employs approximately 8,000 people in the United States – generating approximately $8.5 billion in sales in 2014.
Unilever’s Sustainable Living Plan (USLP) aims to double the size of its business, while reducing its overall environmental footprint and increasing positive social impact. The USLP is Unilever’s strategic response to the challenges businesses face operating in an uncertain and volatile world. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.
Unilever ranked number one in its sector on the 2014 Dow Jones Sustainability Index. All of Unilever’s global factory network, as well as its US non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status.
For more information on Unilever US and its brands visit: www.unileverusa.com
To connect with Unilever US via Facebook visit: www.facebook.com/unileverusa
To learn more about taking small actions that can make a big difference visit: http://www.brightfuture.unilever.us/
1 2014 Dove Men+Care 'Care Makes A Man Stronger' Research
2 2012 'Meet the Modern Dad' Survey, The Parenting Group
3 2015 Google Dove Men+Care New Dad Survey