Dove has launched a bold new campaign to promote its Men + Care Advanced Protection Antiperspirant. Designed for active men, the campaign highlights the strength of the deodorant's odour defense, keeping even the busiest professionals and athletes fresh and confident. The celebrity ambassador was required to include the Dove deodorant in their personal grooming routine.
Dove Men + Care partnered with Jake Williamson, a multi-sport athlete and personal trainer, to showcase the long-lasting protection of its Advanced Protection Antiperspirant. Through engaging TikTok videos, Jake seamlessly integrated the deodorant into his morning routine, demonstrating its freshness and durability before heading to a festival. As someone who has played football from grassroots to professional levels, Jake’s active lifestyle reinforced the product’s sweat and odour defense. His authentic, on-the-go content resonated with audiences, emphasising confidence, performance and care, making the campaign highly relatable and impactful for men seeking reliable, all-day freshness.
The Dove Men + Care campaign with Jake Williamson delivered impressive engagement across social media. Jake’s TikTok videos reached his 87.5K followers, showcasing the long-lasting freshness of the Advanced Protection Antiperspirant in real-life scenarios. Additionally, he shared Instagram stories, generating a reach of 7,484 accounts and 8,441 interactions. The campaign effectively connected with active men, reinforcing Dove’s message of care and performance. By leveraging Jake’s authentic content and credibility as an athlete, the campaign successfully increased brand awareness and product trust, driving conversation around reliable sweat and odour protection for men with busy, on-the-go lifestyles.
