Dive Transient:
- Dove is placing out an open casting name for an underarm ambassador as a part of its sponsorship of the 2025 U.S. Open, in response to a press launch.
- The Unilever model’s Superior Care Antiperspirant is searching for a candidate to champion its merchandise and supply on-the-ground creator content material on the tennis match. By means of Aug. 17, followers can submit a video on Instagram or TikTok describing why they’re a superb match for the N.U.L. (Identify, Underarm, Likeness) deal.
- The total partnership features a $10,000 sponsorship package deal, a 72-hour U.S. Open VIP journey with a visitor, a starring position in Dove’s @DoveRealTok TikTok web page and extra. Guardian Unilever is broadly increasing its work with influencers and content material creators to modernize its advertising and marketing technique.
Dive Perception:
Dove is spotlighting a sometimes unglamorous a part of the physique because the Official Underarm Sponsor of the U.S. Open. As a part of the professional tennis tie-up, the Unilever private care model is enlisting a fan unafraid to indicate off their pits as an Underarm Ambassador who will generate content material for social media and reap the advantages of its first N.U.L. deal, a riff on Identify, Picture and Likeness agreements which can be well-liked in school sports activities.
The quirky idea follows Unilever’s bigger push into social media and creator content material. The CPG large plans to allocate half of its general advertising and marketing spend to social media whereas ramping up work with influencers across the globe in a shift away from a TV-first method to reaching shoppers at scale.
The armpit-focused idea aligns with Dove’s long-standing dedication to celebrating all elements of the physique, together with ones sometimes airbrushed over in promoting, by means of its “Actual Magnificence” platform. Dove argues that armpits are the “unsung heroes” of sport, concerned in each serve, fist pump and victorious arm-raise in tennis. Dove’s Superior Care Antiperspirant claims to supply 72-hour sweat and odor safety whereas being mild on the pores and skin.
“This isn’t nearly placing underarms on the map — we’re turning them into icons. The casting name is our distinctive invitation championing followers to serve appears, not sweat, and take heart court docket in a brand new method solely Dove might think about — with the assistance of Dove Superior Care,” mentioned Kevin Tolson, head of Dove and SheaMoisture deodorants at Unilever, in a press release.
Dove has embraced a social-first mindset for different current advertising and marketing initiatives. A #ShareTheFirst effort that debuted earlier this 12 months was the model’s first marketing campaign constructed completely off creator content material, with out extra studio work or manufacturing touches.
Across the U.S. Open final 12 months, Dove teamed with tennis icon Venus Williams for a cleaning soap Magnificence Bar tied to its #KeepHerConfident initiative that encourages ladies and younger ladies to remain concerned in sports activities. The product marked the model’s first limited-edition Magnificence Bar collaboration.
