Dove's Triumphant Return to the Super Bowl After 18 Years
Dove makes a triumphant return to the Super Bowl after an 18-year hiatus, featuring a powerful 30-second ad highlighting their partnership with Nike This collaboration focuses on empowering young girls through coaching tools that promote body confidence A game-changing message you won't want to miss!
Dove, a beauty brand owned by Unilever, is set to debut a TV commercial during the 2024 Super Bowl. According to a press release, the ad will encourage viewers to #KeepHerConfident and is related to its partnership with Nike to develop Body Confident Sport, a collection of coaching tools designed to foster body confidence in girls between the ages of 11 and 17. Leandro Barreto, senior vice president for the global Dove master brand, stated in the press release, "Dove is committed to creating an environment where all girls can excel and feel like they belong in sports. The prevalence of negative body talk in the sports world, and the emphasis on appearance rather than ability, has a detrimental effect on the body confidence of girls."
The 30-second spot will be broadcast nationally during the first quarter of the game, marking the brand's first appearance in a big game since 2006. Additionally, Dove Men + Care, a male-focused product collection, was highlighted in a product-focused Super Bowl ad in 2013.
The upcoming Super Bowl spot is the most recent development of the long-standing Dove Self-Esteem Project. According to the brand, the project has reached over 100 million young people since its launch in 2004 and is projected to reach 250 million young people by 2030. The initiative also includes the announcement of the Body Confident Sport program in October, which is described by the company as a first-of-its-kind set of coaching tools that have been scientifically proven. This program was influenced by research showing that 45% of teenage girls worldwide give up on sports due to low self-confidence about their bodies.
Dove remains committed to its purpose-driven initiatives, even as companies like its parent, Unilever, reconsider their approach to the strategy. CEO Hein Schumacher stated in an October earnings call that successful brands, like Dove, would be encouraged to incorporate purpose into their brand propositions, but Unilever would not impose purpose across all its brands.
On game day, Dove will be joined by sister brand Hellmann's Mayonnaise, featuring a spot that showcases the brand’s long-standing "Make Taste, Not Waste" initiative, which has been a central focus in previous game day ads.
