By Barry Janoff
September 11, 2013: Dove Men+Care is ramping up a campaign with players from Major League Baseball timed for the end of the 2013 season, the post-season and World Series, but with an eye on the start of the 2014 season.
Players including Torri Hunter (Detroit Tigers), Ben Zobrist (Milwaukee Brewers), Chris Sale (Chicago White Sox) and Matt Wieters (Baltimore Orioles) have filmed a series of videos in which they talk about being dads and why "raising their own teams at home means more than batting and earned run averages."
The effort comes with an Instagram-based promotion in which people are asked to submit father-and-son photos for the chance to win tickets to a game on Opening Day in 2014. (Full details here.)
The promotion runs now through Oct. 30. The MLB post-season begins Oct. 1. The World Series scheduled to begin Oct. 23, with a seven-game series scheduled to end on Oct. 31.
"These men are recognized for their skills as pitchers, outfielders, and hitters, but what fans may not realize is that these all-stars consider being a dad their most important 'position,'" Rob Candelino, GM/vp-marketing for Dove parent company Unilever. "Dove Men+Care celebrates men who care for what matters, and we know dads watching baseball this season will appreciate seeing their favorite players prioritize fatherhood."
According to Dove Men+Care, one video per week will air exclusively online at a dedicated MLB-Dove Web site. An anthem spot features clips from all the videos is expected to air on TV during baseball programming.
Dove Men+Care will also support with social media including Facebook and Twitter.
"It can be hard at times and the travel can be tough," explains Wieters, whose first child was born last September. "It's better when you [play games] at home. Now, when I am home, I don't sit on the couch as much. I want to follow him around and see what he's doing." (See the full spot here.)
In his video, Hunter says, "The four or five months that I'm home during the off-season, I spend every day with my kids. [During that time] I try to pour into them everything that I have [to make up for] the eight months that I'm out . . . . Baseball is important for a minute. What you have with your children is important for a lifetime."
"It's a lot of work and a lot of time being tired," says Zobrist (pictured with son). "But in the end, it's so worth it."
Dove Men+Care recently unveiled a campaign with tennis icon John McEnroe to support its alliance with the ING NYC Marathon this November. Athletes and coaches featured in previous campaigns include Dwyane Wade, Shaquille O'Neal, Steve Nash, Magic Johnson, Drew Brees, Albert Pujols. Stewart Cink and Davis Love III.
Consumer research firm Packaged Facts, Rockville, Md., estimates that the worldwide male-specific grooming market will hit $28 billion by next year, up from about $19 billion in 2009.
For Dove Men+Care, Targeting Men Via Athletes Turns Scents Into Dollars
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