Wash&Win: The Dove Men+Care Brand activation
Dove Men + Care is a fresh ‘n new brand in Belgium. Its Belgian launch kick-started 2010, when Mo Ka was brought on board to help establish the Dove Men+Care brand in Carrefour hypermarkets. Our conceptual approach resulted in a brand activation that would speak directly to the target group of family men aged 30 and up: “Wash & Win. If you protect your car, why not your skin?”. Shoppers with 2 Dove Men + Care products in their trolley received a free car wash from Total and a voucher to win a Citroën Picasso C4. The activation concept, the clean & soapy graphics, partner search, negotiations and organization of the field campaign were all under the manly care of Mo Ka.












