The Sound of Dove Men+Care
The sonic identity of Dove Men+Care
Caring for others starts with caring for yourself.
Dove is a brand owned by the multinational consumer goods company Unilever, with products on shelves in more than 150 countries worldwide. Dove Men+Care approached us in 2019 to create an ownable, sonic identity that supported its new concept behind men’s care, caring for others starts with caring for yourself.
How does men's care sound?
Self-care makes individuals stronger, and Dove Men+Care is on a mission to help men care for more than just their skin. To help the brand achieve this mission, we created a Sonic DNA® that connects and empowers a community of consumers. The sound of this personal grooming brand translated into sonic principles ranging from real, progressive, and focused, to caring, confident, and purposeful.
We created a Sonic DNA® that expresses modern men's care.
The sound of Dove Men+Care celebrates men between life, family, and career. For this reason, the sound spans an array of authentic feelings, from strong and fragile, to confident and even introverted and extroverted.
Dove Men+Care’s Sonic DNA® was the result of research tested in different markets connecting traditional market research with neuroscience.
From the Sonic DNA® to campaigns that span products and markets.
The flexibility of the Dove Men+Care Sonic DNA came to life with a well-positioned audio strategy spanning multiple adaptions, from brand to product campaigns. In some individual campaign tests, the sound aligned with the brand purpose, thus becoming a trust-building creative element of the overall campaign concept.
The Sonic identity supports the shift from the brand’s core products to a plant-based line.
Within Dove’s new brand storytelling surrounding its plant-based product line, we were able to craft adaptions of the core Sonic DNA to support new campaigns with an eco-friendly look and feel.
