TORONTO – February 18th, 2019 – Unilever’s Dove Men+Care brand, in partnership with Mindshare and ZOOM Media, invites gym goers to stay active and fresh at a time when fitness resolutions are top priorities! Dove Men+Care is creating experiences within the gym environment to promote its new SPORTCARE line, including shampoo, conditioner, deodorant, body & face wash, and dry spray, all designed to help men achieve their peak performance and comfort.
ZOOM has integrated the SPORTCARE line products at GoodLife Fitness and Econofitness centres using video, locker room signage and driving immediate trial through in-shower sampling. Members are also invited to take part in special offers online through the GoodLife Fitness & Econofitness Reward Program websites.
“We’re excited to introduce consumers to SPORTCARE hair and body wash products during their gym workouts,” says Leslie Golts, Marketing Manager at Unilever. “The line provides a deep and hydrating clean and you are able to sample it when needed most.”
“Given that there are few places outside of gyms where people regularly convene to improve their lives, health clubs boast a unique and powerful audience.” says Chris Corvetti VP Sales & Marketing, ZOOM Media. “Research shows that the gym is the ideal environment to reach quality consumers. It is in health clubs where people are the most focused and positive.”
A campaign impact study is being conducted to measure efficacy and gain consumer insights.