• Brandweek, Brandchannel, Wednesday, February 10, 2010 10:23 AM

Speaking of Unilever's Dove, an Ogilvy & Mather spot for its new Dove Men + Care line during Super Bowl XLIV has moved the perception needle on the brand, according to Zeta Interactive. The ad shows a man going through different stages of life and carries the tagline, "Be comfortable in your own skin."

Before the spot ran, three of the most popular terms associated with Dove were "soap," "beauty" and "deodorant," Elaine Wong reports. But the "Journey to Comfort" commercial turned that around, generating words such as "Super Bowl," "ad" and "men." It also finished in the No. 11 most popular slot, by Zeta's figuring, and tied for No. 2 with the Betty White/Abe Vigoda Snickers' ad in generating positive buzz (76%) behind Boost Mobile's "Boost Shuffle" (77%).

The challenge for Dove, Nivea and L'Oreal, observes Russ Josephs in Brandchannel is that brands with a more feminine association have failed to make significant inroads against more "manly" brands like Axe and Old Spice.

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