College basketball fans may already be sweating over their brackets for the beginning of March Madness, but Dove Men+Care is hoping to use this year’s tournament to score
brand-building points for good behavior.
Along with J.J. Redick, Alonzo Mourning, Anthony Davis and other NBA greats, Dove is issuing a pledge it’s calling the "Real Strength Manifesto." It’s urging fans to sign the pledge, focusing on good sportsmanship and their passion for the game, and then sharing it on social
networks.
“I believe in choosing sportsmanship over sides,” it says, “because our passion should pull us together and not apart….I believe caring for
something greater than myself makes me stronger. Because the fan I am reflects the man I am.”
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A video supporting
the effort, created by Davie Brown Entertainment, is scheduled to run on Turner properties throughout the tournament, as well as on NCAA’s March Madness Live, according to a spokesperson for the
brand.
Unilever, which owns Dove, says the effort is based on research that 97% of men it surveyed say they believe they can show good sportsmanship during games without sacrificing
any of the painted-face or foot-stomping passion that typically accompanies the playoffs.
“We know that 8 out of 10 men have experienced aggressive fan behavior while
attending a sporting event, and 89% of those men say it negatively impacts their enjoyment of the game,” the spokesperson tells Marketing Daily. “We wanted to create the Real
Strength Manifesto to unify fans through their deep passion for the game and to celebrate the impact their energy can have on those around them, including fellow fans, players and coaches.”
She says nearly 30 basketball legends have already signed the manifesto.
Dove Men+Care is in its sixth year of partnering with the NCAA men’s basketball
championship.