If an iconic women's beauty brand is going to make a splash with men, it's got one shot to do it right. For the launch of Dove Men+Care, getting out in front of the noise of an already saturated men’s market and proving that a traditionally female brand understands guys was critical to success.

Ryanext extended the reach of the brand's Super Bowl spot into the digital space with strategic high-impact media placements and a companion Web site. Rather than try to compete with TV's biggest spectacle, and knowing that digital beings don’t turn off when the game is over, we tapped into heavy online traffic to three of the biggest sports Web sites and one of the biggest news and lifestyle sites the day after the big game.

Home page takeovers on each of the four sites featured a player from the winning Super Bowl team celebrating his big win by singing in the shower using Dove Men+Care. The timeliness of the placement and the unexpected nature of the creative illustrated the brand’s innovative approach to men’s skincare and immediately established Dove Men+Care’s niche in an already crowded marketplace.

Dovemencare.com and traditional online media added product benefit and skincare credibility to a truly memorable brand message.

A powerful launch is just the beginning...and certainly not the last you’ll be hearing from Dove Men+Care.

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