Tesco mag gets fresh with Dove
Dove is teaming up with Tesco’s magazine to launch its new Men + range in the UK.
The March/April edition of the magazine will contain a 17-page flip-cover magazine entitled ’Man Alive’ with articles and content dedicated entirely to men.
Dove launched Men+ in the UK in January following a trial in Italy last year. The first ads for the range are also expected on UK TV this month, having already been launched online via YouTube on 8 February.
Much like the ads, the magazine content challenges the male stereotypes that usually appear in ads for male grooming products and “celebrates real men” by focussing on milestones such as getting married or having children.
The target are over 30’s men, almost two thirds (64%) of which believe they are unrealistically portrayed in the media as rich, impeccably handsome and power hungry.
Branding experts believed the range of shower gels and deodorants could be more popular than Unilever’s Lynx brand, which targets a younger male audience.
Tesco Magazine is one of the UK’s largest consumer magazines, it is circulated in over 700 Tesco stores nationwide and has a readership in excess of 6.5 million (NRS Jan-Jun 2009), of which over two million are men.
The ’Man Alive’ magazine content will be replicated online at www.tesco.com/magazine (150,000 unique users), and supported in-store with branding of the joint initiative on the magazine dispensers and shelf talkers in the health & beauty aisle, referencing the special magazine content.
The project, led by Dunnhumby and Cedar Communications, represents a first for Tesco Magazine, and the first time this type of activity has appeared in a retail customer magazine in the UK.
