Albert, Andy and Joe Appeal To Their Family Side

The Dove brand of products has done a phenomenal job of rallying the everyday woman over the years and showing that self confidence can be more than appealing in a world where ultra cool, ultra hop and ultra thin are what people strive for, misguided or not. Whether using “regular” women from varied backgrounds or celebrity spokespeople, Dove was able to engage with the demo and show that highlighting inner beauty is as cool as outward beauty. Recently the brand has moved on to their next stage of engagement, working with baseball to highlight the lives of key players with both diverse and interesting family backgrounds. The campaign, called “Journey to Comfort,” follows Dove's “Manthem” Super Bowl campaign and uses three highly visible and family focused personalities, Andy Petitte, Joe Girardi, and Albert Pujols, to tell their stories of family values and their lives away from the ballparks.

The campaign makes sense on many levels. It appeals to various diverse ethnic groups…it has major market interest…it comes at a time when people are really focusing on baseball as winter sports are now over…it will ride right into All-Star festivities…it gives fans an insiders look into these three distinct and recognizable athletes…it has a great viral component (the ability to share and post comments on line)…and it speaks not just to men, but to the women in their lives as well, who remain the key purchasers in the household. Not just the purchasers of goods, but the purchasers with the discretionary income as well. So when the decision comes to buy baseball tickets for the family or choose another activity, maybe the association with Dove, a brand the women have come to know and embrace, will help push a decision toward baseball.

Although the campaign is just starting, it follows a template that worked with Dove's appeal to everyone, not just to the elite or the extreme. It is true to their brand and it will be interesting to follow the rollout and if there are on site activations with the athletes and those around them in market. It is a hi. of a plan to start, at atime when baseball is doing well but can always use a little more brand diversity.