DOVE FOR MEN
BACKGROUND | CHALLENGE
Men like it simple. They don’t like to do a lot of leg work…especially when it comes to personal care products. Dove needed a way to capture a man’s attention for their Men’s Clinical Strength Antiperspirant line while undoing the perception that Dove is a predominantly female-based brand.
Our research found that clinical strength and odor protection is paramount to men, specifically those with more severe sweat issues and sensitive skin.
With deodorant sticks in hand, MINT sweated through the details and created a new brand identity with a clinical kick. Dermatologist endorsed iconography balanced with soothing upscale graphics created the elevated performance perception men were looking for. The design established a cohesive message across the entire men’s family of products and promotional assets.
Today, Dove Men’s Clinical Protection line is towering over the competition taking top shelf position in retails stores. Now look who’s sweating….
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