Dove Ramps Up #scrumtogether Campaign

Dove Men+Care is expanding its #ScrumTogether campaign with the launch of a Rugby World Cup 2015 ticket giveaway.

As part of the campaign the Twitter account for the male skincare brand, @DoveMen, will host the competition which asks fans to ‘scrum together’ in order to unlock both tickets and exclusive content every Thursday across the tournament. 

In addition to the ticket giveaway, Dove Men+Care’s overall Rugby World Cup 2015 campaign is well underway already, anchored by the #ScrumTogether strapline.

Dove Men+Care is an existing partner of the English, Irish, Scottish and Welsh Rugby Unions, as well as Rugby World Cup 2015.

The partnership will see almost 10,000 of the brand’s anti-perspirants, shower gels and face products used at Rugby World Cup venues, by over 600 players at the competition.

To support the recent activity, which has also seen London buses wrapped in #ScrumTogether messaging, Dove Men+Care will kick off a partnership with the Daily Telegraph from next week. 

That same week, 600 additional buses carrying the brand will also hit the roads nationwide.

The ‘#ScrumTogether Series’ will explore the support networks around major names, including Wales’ George North and England’s Courtney Lawes, through interviews with the players and those closest to them. 

Dove Men+Care will also air its rugby advert on ITV the day of the opening match next Friday. An adaptation of Rudyard Kipling’s poem ‘If’, the TV commercial features rugby stars Owen Farrell, George North, Luke Fitzgerald and Ross Ford. Watch the original version at Sport Industry TV.

This will be supported by a second iteration of the short film which heroes the fans behind those players which Dove Men+Care will preview exclusively to those entering the ticket competition on @DoveMen.

Callum Galloway, brand manager of Dove Men+Care, said: “Dove Men+Care has demonstrated its commitment to rugby over many years and we’re really excited about launching our Rugby World Cup 2015 #ScrumTogether campaign with this match ticket giveaway. Rugby’s values align brilliantly with our brand’s and over the next six weeks or so, Dove Men+Care will look to enhance the fan’s experience of the tournament through our activity.”