Dive Brief:

  • Dove is marking its second year as the Official Underarm Sponsor of the US Open with a campaign that blends video content, out-of-home advertising, and community engagement, according to a press release.
  • The brand has partnered with photographers Tyrell Hampton and Johnny Criollo to capture stylish looks and trends around the tennis tournament. A social series called "Racquet Report," developed with the USTA, will feature comedian Carly Aquilino interviewing fans.
  • Dove will cover the tab at 10 women-owned bars across the U.S. to celebrate the Women's Finals. The campaign, "Don't Sweat It. Make A Racket," promotes the Unilever personal care marketer's antiperspirant lineup and is part of Dove's growing sports investments.

Dive Insight:

Dove is intensifying its sponsorship of the US Open, a partnership that highlights a sweaty body part most consumers might prefer to ignore during the peak of summer. The US Open, starting Aug. 23, coincides with an unusually hot season that could increase demand for underarm protection.

Consistent with the brand's marketing approach, "Don't Sweat It. Make A Racket." focuses on fostering confidence and empowerment in women, including through on-the-ground experiences. The platform showcases Dove Invisible, an antiperspirant that claims to leave no white marks on clothing, and highlights tournament styles that provide side entertainment to the athletic feats on the court.

"We want to encourage everyone to 'make a racket' in their own way. Whether you're making a statement with your match day outfit or cheering at home with your hands raised high, Dove helps you do it without worrying about sweat or white marks," Kevin Tolson, head of Dove and SheaMoisture deodorants at Unilever, said in a statement.

To bring this vision to life, the Unilever brand has teamed with Hampton and Criollo — the latter of the popular Watching New York account — to photograph people sporting trendy looks for the US Open. Dove is also collaborating with actor-comedian Aquilino and the USTA on a fan interview series designed to capture what makes the US Open unique.

On the experiential front, Dove will host a refreshment space at the USTA Billie Jean King National Tennis Center, offering consumers a chance to freshen up and take photos. The marketer is also providing complimentary food and drinks at women-owned bars across the U.S., a move that could strengthen its ties with tennis fans.

Dove will run out-of-home ads in support of "Don't Sweat It. Make A Racket.," which follows Unilever's personal care portfolio having a significant presence at the World Cup earlier this summer. The FIFA pact was the CPG giant's largest sports partnership activation to date, emphasizing creator marketing and involving more than 50,000 global content creators. Unilever's personal care segment grew underlying sales by 5.9% in Q2, partly due to World Cup activities.

"The FIFA World Cup has been a pivotal moment for Unilever," CEO Fernando Fernandez said on a recent earnings call when discussing the results of the World Cup sponsorship. "We believe that this is a proof of what Unilever is creating in terms of a new social-first model of reach and engagement for our brands at a scale that I personally believe very few companies can match."

Dove became the Official Underarm Sponsor of the US Open last year with a campaign that sought a creator ambassador to fulfill a N.U.L. (Name, Underarm, Likeness) deal and film content at the tournament. Degree, a sister brand at Unilever, has also been ramping up its sweat-themed messaging, including a recent effort that renamed New York City subway stations to better reflect their sweltering summer temperatures.