Dove has enlisted Aussie tennis champion Pat Rafter to front its new Dove Men+Care campaign aimed at "real men".
From early 2011 Rafter will act as an ambassador for the range consisting of cleansing bars, body washes, facial washes, and an exfoliating shower tool. The partnership works well to promote the brand's philosophy of "being comfortable in your own skin" according to Duncan Robertson, Dove Men+Care Senior Brand Manager.
Using real men is consistent with Dove’s heritage of speaking to consumers in an authentic way that is relevant to their lives, hence us choosing one of Australia’s most well known, comfortable and experienced guys to front our campaign,” says Robertson.
Of his new role, Rafter is happy to be seen as comfortable in his own skin, "even if that does mean appearing in 30m poster without a shirt!”
The new skincare products join the Dove Men+Care deodorants which launched last year and will be available from February.