Dove for Men and Oprah – Sponsorship Fail?

I happened to be home early this afternoon because I had to take my son to a doctor’s appointment. He was a little fussy and it sometimes distracts him when the TV is on, so I thought I’d give it a shot. When I turned on the TV, Oprah‘s show was on. Within a minute or so, she took a commercial break. As we transitioned to the commercials, there was a message informing us that the Oprah show was brought to us by Dove Men+Care. “Hmmm…” I thought to myself, “That’s an odd partnership.”

Flickr via nayrb7

As I’ve posted before, there are some marketing and advertising placement decisions that just don’t make sense, especially in very clearly male or female-targeted programming. This seems to be one of those situations. Why would a product line that is very clearly targeted for men sponsor a very clearly female program like Oprah? In fact, according to Quantcast, the viewing audience of Oprah.com is 70% Female (Sorry, I couldn’t find reliable TV show viewer demographics, but we can easily conclude that the demographics are dominantly female as well). If you want to sell to men, sponsor a men’s program, right?

Flickr via theimpulsivebuy

I did have to consider that their marketing strategy was to target women since they tend to make many of the household purchasing decisions. But, Dove Men+Care marketing is directed toward men. Check out some of the TV advertising. Actually, I really like this advertisement. I think it’s funny and I think that it actually speaks to men very well. But this only serves to further confuse me. This is a marketing campaign that targets men!!! Why are they sponsoring the Oprah show?!?

So, I’m turning to the fine folks at Dove to help me understand your strategy. Perhaps it makes a lot of sense. But, on the surface, I can’t tell why you would spend a lot of money (and I know it’s a LOT of money) to sponsor the Oprah show, which is going to expose your product line to women, when your other Dove Men+Care marketing and advertising speaks to men. So, any of you Dove marketers who subscribe to my blog (and I’m certain there are dozens of you), I’m waiting. What’s going on?

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3 Responses so far »

  1. 1

    Wolfy said,

    Empathy dude. Women feel what you feel. So you put an ad out that appeals to men and they see is and it appeals to them as appealing to men. Then when they go to the store they get dove men instead of suave men…

    -M

  2. 2

    Crystal said,

    The campaign targets men and women–women buy their mans’ personal products. There is an article in the current AdAge the goes over this very topic, but focuses mostly on the Old Spice ad campaign. http://adage.com/article?article_id=143017

  3. 3

    lewis said,

    MEN DO NOT NEED DOVE LET IT GO!
    THANK YOU


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