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The caring side of masculinity takes center court during NCAA March Madness

Alonzo Mourning and Dove Men+Care Team Up To Share “Real Strength Moments” That Shape Modern Men’s Lives.

Englewood Cliffs, NJ (March 16, 2015) – Cultural conversation around masculinity and strength continues to be fueled by the sports world. However, the definition of what makes a man strong has evolved: in fact, 86% of men agree that the concept of masculinity has changed since their father’s generation.1 Dove Men+Care understands that male strength today is measured by more than just traditional notions of power, affluence or physical strength. 

The global men’s grooming brand is once again bringing the caring side of masculinity to the forefront during the country’s next major sports milestone, by celebrating “Real Strength Moments” with some of basketball’s leading voices throughout the 2015 NCAA® Division I Men’s Basketball Championship.

The ‘Real Strength Moments’ campaign kicks off March 15 just in time for Selection Sunday™. Throughout tournament play, fans will see a new commercial from Dove Men+Care which highlights moments of fatherhood and friendship that truly enrich men’s lives. These caring, everyday, masculine moments contrast with the stereotypical, physical depictions of strength that often populate the media landscape, particularly in the throes of a competitive sports season. Dove Men+Care has partnered with basketball legend Alonzo Mourning to share personal moments that have defined who he is as a man with fans.

From playing with his children to devoting time giving back to his community, the moments that have strengthened and shaped this basketball icon’s life will be featured on DoveMenCare.com, Facebook, Twitter and Instagram.

“Whether a shooting guard or a stay–at–home dad, modern men are embracing caring roles more than ever throughout their lives—in fact, nine out of ten men believe their caring side is a true sign of strength and masculinity,” said Jennifer Bremner, Director of Marketing at Unilever. “Yet, our research shows that only 7% of men can relate to depictions of masculinity they see in the media.2 Dove Men+Care is celebrating genuine moments of strength on and off the court during 2015 NCAA March Madness to help show sports fans everywhere what it really means to be a strong man today.”

The players’ tribune highlights real strength with top basketball talent

Dove Men+Care is collaborating with The Players’ Tribune to show fans what real strength means to basketball greats. As a platform that shares authentic stories in athletes’ real voices, The Players’ Tribune will host a “Real Strength: Tales from the Tournament” panel with Dove Men+Care that will uncover how former players feel about the game, and what they’ve learned from experiences on and off the court. 

Together with Alonzo Mourning, Jason Collins and Bo Kimble, Dove Men+Care and The Players Tribune will host an honest conversation about resilience, strength and fortitude when it comes to family and the tournament, to be shared across DoveMenCare.com during 2015 NCAA® March Madness®.

“A game-winning shot or a buzzer beater victory can mean so much to an athlete in the moment, but it is not what defines us as men,” said Alonzo Mourning, former NCAA® and professional basketball star. “My greatest strength comes from who I am as a husband, father, member of the community, and teammate—in fact it is my off-the-court experiences that have meant the most to my life.”

Visit DoveMenCare.com during the tournament to see Real Strength moments from Alonzo Mourning and real men, and share what #RealStrength means to you.

#RealStrength Across Top U.S. Cities

Dove Men+Care is partnering with CBS Sports and Turner Sports to bring the second annual National Bracket Day® to three major cities across the country (New York, Los Angeles & Chicago). Each city will house a National Bracket Day® destination, to help fans make bracket selections using digital Instabrackets (fueled by Bleacher Report). Dove Men+Care will also show the personal, caring side of men by sharing photos of #RealStrength submitted across Facebook, Twitter and Instagram within the digital footprint of National Bracket Day’s® Times Square location in New York City on Monday, March 16.

Strong, healthy skin & hair

According to the new Dove Men+Care ‘Care Makes a Man Stronger’ study, 91% of men feel that they need to take care of themselves in order to be able to take care of others. Dove Men+Care Antiperspirants are tough on sweat, not on skin, for 48-hour protection with a non-irritant formula that includes ¼ moisturizer technology that boosts the skin’s natural moisture barrier. Dove Men+Care Hair Wash & Care and styling products make hair stronger and more resilient.

Dove Men+Care Body Washes and Body Bars provide hydration for healthier, stronger skin, verses regular soap. Dove Men+Care also has a full line of products that help men take better care of their faces.

NCAA® corporate partnership

Unilever, the makers of Dove, will spotlight Dove Men+Care during its fifth season as a proud partner of the NCAA® Division I Men’s Basketball Championship.

As a leader in personal care, this multi-year commitment includes Unilever’s full portfolio of men’s and women’s personal care brands with exclusive category marketing and promotional rights related to all 89 NCAA® championship events across 23 Men’s and Women’s sports as well as integrated marketing opportunities, retail and print, promotions, online and television advertising. As part of the 14-year multi-media agreement with the NCAA®, CBS Sports and Turner Sports are licensed and collaborate on the NCAA®’s corporate marketing program.

As part of the Dove Men+Care's partnership with NCAA® and CBS Sports and Turner Sports, the @MarchMadness Twitter handle will also be tweeting both historical and real-time moments of #RealStrength relevant to the NCAA® March Madness®

About Dove Men+Care US

Dove Men+Care is the first range of products from Dove developed specially for men. Manufactured by Unilever, the line includes the #1 dermatologist recommended body wash. Launched in 2010, the Dove Men+Care portfolio includes bars, body washes, face care, anti-perspirant/deodorants, and hair care. Dove Men+Care is available nationwide in food, drug, and mass outlet stores.

Tony Nikolla /Edelman

212-642-7798
Tony.Nikolla@edelman.com

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