Men and #MeToo

            This week I had an opportunity to read an article about the #MeToo movement that is happening and how different companies are trying to brand and market to men. You would think it would be the other way around, but companies are trying to market to the men. One specific brand that is targeting men is Dove Men+Care. Even before the #MeToo movement began, Dove felt that men were losing their masculinity that categorized them as men. Right now, everything is about the women, but Dove realizes that there is another audience out there that needs to be paid attention to as well. Dove Men+Care’s campaign they kicked off was called Dear Future Dads. They want to try to target the good guys out there and bring them to light. One important aspect of this campaign was the research Dove had to do. They had to become very self-aware. If they had done this project any other way, it might not have come off as real and authentic to the public and potential buyers.

            Right now, in today’s society, men are getting a bad reputation. And it is not just the bad men that are receiving the backlash. All men are getting thrown under the bus for nothing they did. It was smart for a company like Dove to push a campaign that is aimed around men. All men didn’t just drop off the face of the earth. They are still out in the world buying products and living life. However, no one is interested in catering to their needs due to all of the backlash they are all receiving. There are men that are out there doing things that women do every single day, but they receive no praise for it because it is not the thing to do right now. It is looked down upon to praise men for being the ones to do what the women are doing.

            Dove sells to both men and women. While the campaign was thrown under Dove Men+Care, Dove still has its name on the campaign. Women may not like the fact that Dove is centering a whole campaign around selling to men. Even though Dove Men+Care don’t sell to women, Dove as a whole does. By putting Dove’s name on a campaign for men, this could their image and destroy their women-based buying.

            It is hard in today’s society with their being such a gap between our genders and this war that seems to be going on between the two. It is even harder to try to sell to the both of them if you are a company. You don’t want to make one mad and lose their business. Dove Men+Care did their Dear Future Dads campaign great. They made sure they did enough research and they were passionate about it and real, not like they were just faking to sell to their consumers. It is all about picking and choosing your battles, and I believe that Dove won this one.