- Dove Men+Care’s Twitter account, @DoveMen, will host a Rugby World Cup 2015 ticket giveaway every Thursday throughout tournament, starting today (10th September)
- Ticket giveaway is part of the brand’s Rugby World Cup 2015 #SCRUMTOGETHER campaign which celebrates the rugby values of teamwork, camaraderie and family, as well as the essence of the brand’s key message, ‘Care Makes a Man Stronger’
- Dove Men+Care are exclusively providing product to over 600 of the world’s best rugby players across the tournament at Rugby World Cup 2015 venues
- Dove Men+Care will seed their new TVC, ‘IF’, featuring players from across the home nations on ITV during the Rugby World Cup 2015 – https://www.youtube.com/watch?v=yugkLjmZyHQ
Dove Men+Care, Unilever’s leading male skincare brand, is ramping up its #SCRUMTOGETHER campaign with the launch of a Rugby World Cup 2015 ticket giveaway which goes live at 8am this morning. @DoveMen will host the competition which asks fans to ‘scrum together’ in order to unlock both tickets and exclusive content every Thursday across the tournament. Full details can be found on the brand’s Twitter account @DoveMen.
In addition to the ticket giveaway, Dove Men+Care is well underway with its Rugby World Cup 2015 campaign which is anchored by a consistent #SCRUMTOGETHER strapline: almost 10,000 of the brand’s anti-perspirants, shower gels and face products are already en route to stadiums across the country where they will be used by over 600 of the world’s best rugby players; major retailers have been running Rugby World Cup 2015 ticket promotions in their male grooming aisles since June; and iconic London buses have been wrapped with Dove Men+Care #SCRUMTOGETHER messaging for the duration of the tournament.
To amplify/support this activity, from next week, Dove Men+Care will kick off a partnership with the Daily Telegraph. The ‘#SCRUMTOGETHER Series’ will explore the support networks around major names, including Wales’ George North and England’s Courtney Lawes, through in-depth interviews with the players themselves and those closest to them. That same week, 600 additional buses carrying the brand will hit the roads up and down the country.
Dove Men+Care will also air a bespoke rugby advert on ITV the day of the opening match next Friday. An adaptation of Rudyard Kipling’s poem ‘If’, the TV commercial features rugby stars Owen Farrell, George North, Luke Fitzgerald and Ross Ford and articulates all that #SCRUMTOGETHER means for the brand; that is, the overlap between rugby’s values of teamwork, camaraderie and family, and that of the Dove Men+Care’s message ‘Care Makes a Man Stronger’. This will be supported by a second iteration of the short film which heroes the fans behind those players which Dove Men+Care will preview exclusively to those entering the ticket competition on @DoveMen this Thursday.
On Twitter, @DoveMen will play host not only to the Thursday ticket giveaways, but also a wealth of exclusive content captured from inside the camps as England, Ireland, Scotland and Wales prepared for the tournament. Having spent time with the likes of Sam Warburton, Cian Healy, Greg Laidlaw and Sam Burgess, followers can look forward to match previews, Rugby World Cup memories, personal player insights and fun Vines.
Callum Galloway, Brand Manager of Dove Men+Care, said: “Dove Men+Care has demonstrated its commitment to rugby over many years and we’re really excited about launching our Rugby World Cup 2015 #SCRUMTOGETHER campaign with this match ticket giveaway. Rugby’s values align brilliantly with our brand’s and over the next six weeks or so, Dove Men+Care will look to enhance the fan’s experience of the tournament through our activity.”
Follow @DoveMen, share your #SCRUMTOGETHER stories and enter the ticket competition every Thursday to enjoy Rugby World Cup 2015 with Dove Men+Care.
*Dove Men+Care is an existing partner of the English, Irish, Scottish and Welsh Rugby Unions and the addition of Rugby World Cup 2015 cements their continued support of the game in these home territories.
–ENDS–
About Rugby World Cup:
Rugby World Cup is the financial engine behind unprecedented investment and growth in rugby worldwide. The net Rugby World Cup surplus from the commercial success of France 2007 and New Zealand 2011 has enabled World Rugby to invest more than £150 million in the game between 2009 and 2012 and commit an anticipated injection of more than £180 million between 2013 and 2016 to underwrite a large range of major funding initiatives including annual national union grants and strategic investments focusing on growing participation and increasing competition across all 120 national member unions affiliated to World Rugby.
About Dove Men+Care
Dove Men+Care is a quality range of anti-perspirant deodorants, shower gels and face care products, specially formulated for men to deliver high performance and superior skin care.
For more information, please contact:
Jos Stokhuyzen (Senior Account Director, Essentially on behalf of Dove Men+Care): jos@essentiallygroup.com
