Dove begins soccer-themed campaign
By Derek Winkler
Unilever has begun a campaign for its Dove brand called “The Game Is Ours.” The promotion is timed to coincide with the 2026 FIFA World Cup, of which Dove is a sponsor. The creative highlights the “joy, confidence and sense of belonging” that girls can get from participating in sports. It includes the participation of Canadian soccer players Olivia Smith and Desiree Scott. It also features the “Dove Body Confident Sport Program,” a free set of coaching tools intended to help girls between the ages of 11 and 17 increase their confidence in their bodies. It can be downloaded from the brand’s website.
“My three daughters and I can’t wait to watch the World Cup, and I know how much the game means to millions of girls worldwide,” said Marcela Melero, chief growth officer for Dove Personal Care North America. “That’s why Dove is giving them a platform, not to teach them to love football, they already do, but to feel heard, seen and confident enough to keep playing sports they love and inspire other girls too.”