Andrea Collarini’s Balls

With the launch of its Whole Body Deo, Dove entered sensitive, often unspoken territory: full-body hygiene, including intimate areas.

Dove Men+Care has consistently challenged traditional masculinity by expanding the conversation around men’s personal care.

Dove Men+Care also has a long-standing relationship with tennis, a space where every gesture is constantly observed and analysed. Here, the smallest on-court action can spark massive speculation among fans, media and players.

Our solution was to merge these two worlds. By partnering with professional tennis player Andrea Collarini during a live match, we could spark conversation without explicitly explaining the product. A subtle on-court action allowed the brand to enter the conversation in a way that was authentic, provocative and impossible to ignore.

Dove Men+Care has consistently challenged traditional masculinity by expanding the conversation around men’s personal care. With the launch of its Whole Body Deo, the brand entered a sensitive and often unspoken territory: full-body hygiene, including intimate areas.

The challenge was how to introduce a product for every part of the body in an innovative and culturally relevant way. Dove Men+Care also has a long-standing relationship with tennis, a space where every gesture is closely observed and analysed.

By partnering with professional tennis player Andrea Collarini during a live match, we sparked conversation without explicitly explaining the product, using a subtle on-court action that felt authentic, provocative and impossible to ignore.

Dove Men+Care needed to launch its Whole Body Deo, including intimate areas. The challenge was to introduce it naturally, so as sponsors of tennis tournaments we partnered with Andrea Collarini, a #233 ATP-ranked player.

During a live match, he sprayed two tennis balls before serving. With no branding or explanation, the moment triggered real-time speculation around rules, performance, cheating or even whether it was a ritual.

The conversation quickly spread across social media, fans and media outlets. Days later, Collarini revealed it was a collaboration with Dove Men+Care Whole Body Deo, turning a subtle 7-second action into a global conversation that launched our product.

The collaboration between Andrea Collarini and Dove Men+Care reached over 2.6 million views, becoming the brand’s most-watched video in Chile. The campaign achieved 96 million in potential reach and 23 million total views, while boosting Google searches for “Dove Men” by 54%. It also gained organic coverage in 30+ tennis media outlets, reaching over 750K targeted users. Most importantly, it challenged a long-standing habit in men’s grooming: avoiding products on intimate areas.

A short spray during a tennis match sparked global speculation, turning a subtle stunt into a launch platform for Dove Men+Care Whole Body Deo

With the launch of its Whole Body Deo, Dove entered sensitive, often unspoken territory: full-body hygiene, including intimate areas.

Challenge

Idea

Growth

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