Sam's Club and Dove Celebrate 'All Pro Dad'

Sam's Club and Unilever's Dove Men+Care partnered with nonprofit Family First this month to highlight the importance of fatherhood through workshops staged at 60 stores across the country.Held on Jan. 17, the workshops presented ways for fathers and their children to connect, distributing take-ones from Family First's fatherhood program, “All Pro Dad.” The resources included Dove-branded "Kid Time Coupons" good for a 30 minute activity with dad and "10 Ways to Be an All Pro Dad” trading cards presenting everyday tips on how to be a good father. Just a few weeks in advance of the National Football League's Super Bowl, the "most engaged" father at each location received a miniature football helmet autographed by former NFL coach and All Pro Dad spokesman Tony Dungy. Former football player Raghib "The Rocket" Ismail also contributed his star power by making an appearance at a Plano, TX, store.In stores, standees depicting the logos of Dove Men+Care, Sam's Club and All Pro Dad carried the aforementioned take-ones under a “Care Makes a Man Stronger” message. They were positioned adjacent to table displays stocking Dove Men+Care SKUs. All Pro Dad hosted a promotional page within its website (allprodad.com/dove) listing the participating Sam's Club locations. Facebook updates from the nonprofit and Dungy, email blasts from All Pro Dad and display ads on allprodad.com supported.Since its launch in 2009 (see "Unilever Launches ..." in Related Articles), Dove Men+Care has focused on engaging with its target male consumers — often via sports sponsorships — while also seeking to reach the women in their lives who might be doing all the shopping. Last spring, the brand launched a "Calls for Dad" campaign centering on a short film portraying the often-unsung moments of care dads spend with their children. Seeking to continue to celebrate fatherhood and sports, the brand in November reached out to Charlotte, NC-based Retail Sports Marketing, which then connected the brand with Sam's Club and All Pro Dad. “We have been a big fan of the work that Dove has been doing in the last several years with other key celebrities in the national fatherhood space, including [National Basketball Association star] Dwyane Wade,” Darrin Gray, Family First's director of partnerships, told the Institute.In related activity, Sam's Club ran a pair of display ads on its homepage touting $3 off the purchase of a three-pack of Dove bodywash from Dec. 26, 2014, through Jan. 25.

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