Dove Returns to the Super Bowl After 18 Years with a Message of Empowerment

In a triumphant return to the big stage, Unilever's beauty brand Dove is set to make waves during the 2024 Super Bowl with a 30-second TV commercial, marking its first appearance since 2006. The poignant spot, airing during the first quarter of the game, reflects Dove's commitment to empowering girls through its partnership with Nike in the creation of Body Confident Sport – a groundbreaking set of coaching tools designed to foster body confidence among girls aged 11 to 17.

Empowering Girls, Building Confidence:

Dove's Super Bowl ad will carry a powerful message, urging viewers to #KeepHerConfident, a rallying call that aligns with the brand's mission to create a supportive and inclusive space for girls in sports. Leandro Barreto, senior vice president for the global Dove master brand, emphasized the brand's dedication, stating, "Dove is on a mission to make sports a place where all girls can thrive and feel like they belong. The prevalence of negative body talk in sports and focus on appearance over ability harms girls’ body confidence."

Breaking New Ground:

This groundbreaking initiative is part of Dove's broader commitment to its long-running Dove Self-Esteem Project, which has impacted over 100 million young people since its inception in 2004. With a goal to reach 250 million young people by 2030, Dove is taking bold steps to address the alarming statistic that 45% of teenage girls worldwide drop out of sports due to low body confidence.

The Body Confident Sport coaching tools, announced in October, are touted as a first-of-its-kind, scientifically-proven solution to tackle the issue. Informed by extensive research, these tools aim to empower girls, fostering a positive mindset and resilience in the face of societal pressures.

Purpose-Driven Marketing:

Dove's return to the Super Bowl reflects its unwavering commitment to purpose-driven marketing. The brand has long been a trailblazer in advocating for self-esteem and body positivity, and the Super Bowl ad serves as a continuation of its impactful efforts. As brands, including Dove's parent company Unilever, reassess their approaches to purpose-driven marketing, Dove remains steadfast in using its platform to make a meaningful impact.

Game Day Collaborations:

Dove won't be alone on game day, as sister brand Hellmann's Mayonnaise will also join the Super Bowl festivities with a spot highlighting its multi-year "Make Taste, Not Waste" initiative. This initiative, a core focus in past game day ads, underscores Unilever's commitment to addressing social and environmental issues through its brands.

Dove's return to the Super Bowl after 18 years signals not only a celebration of empowerment but also a commitment to making a positive difference in the lives of young girls. As the Super Bowl audience eagerly awaits the game day spectacle, Dove's impactful message of confidence and inclusivity is set to resonate far beyond the football field, leaving a lasting impression on viewers and reinforcing the brand's position as a champion for self-esteem and empowerment.