Unapologetic, authentic and confident: partnership between Dove Men+Care and Marshawn Lynch
Campaign: Beast Mode
Business: Unilever
Partner agencies: Edelman (public relations); THE unusual (advertising and creation); Billion Dollar Boy (influencers); WPP Unite (paid media)
Dates: September 12 — November 6, 2025
Some deodorants smell like coconut; some body washes smell like eucalyptus.
Dove Men+Care Beastmode deodorants smell “if ambition had armpits,” according to former NFL star Marshawn Lynch.
Strategy
Personal care brand Unilever began working with Lynch, whose nickname is Beast Mode, in 2024 because “we really wanted someone who was unapologetic, who was himself, who was authentic and confident, and if you’ve followed Marshawn throughout his career and in his post-career life, that’s him,” said Jake Hirsch, head of Dove Men+Care US.
The brand’s target audience was “sports fans, from Gen Z all the way up to millennials, but also, it was really about men who want more than just a functional product. They want personal care that brings freshness, confidence and individuality,” Hirsch said.
Tactical
In the brand’s latest campaign with Lynch, the athlete promoted the Dove Men+Care Beastmode collection, which includes two limited-edition scents, You Just Got Got and Beast to the Bone, available exclusively at Target.
Lynch helped choose the product flavors and names, Hirsch said.
A release from Dove Men+Care says the Beastmode collection was inspired by Lynch’s “signature confidence.”
For the commercials, the creatives gave Lynch “a rough outline in terms of how the shoot would go, in terms of production,” Hirsch said. But other than that, they told him, “You can make this your own depending on how you want the message to be delivered.” »
In a new 79-second spot, scientists study Lynch in a lab and determine that he has “unquantifiable levels of gifts.” They then claim to have “isolated the essence of Beastmode”.
After one of the guys in white coats tries to explain the smell, Lynch interrupts and says, “No, it’s not that. It’s more like ambition has armpits. I’m talking about Beastmode.”
The brand also created Lynch-designed jerseys and offered consumers a chance to win one. These jerseys had Lynch’s old jersey number, 24, but instead of Lynch, the name on the back of the jersey was “Beastmode”.
“Who doesn’t love the opportunity to get products signed by some truly incredible athletes? » said Hirsch.
He added that the brand wanted to make sure “there was some sort of engagement moment so that fans — both of Marshawn and the brand — feel like they can go out and get something special, as well as waiting for the product to drop.”
Dove Men+Care promoted the products on social media and on Lynch’s podcast, Da Get Got Podthrough live readings and personalized segment sponsorships.
To generate earned media, the brand sent press releases to journalists from various media outlets.
The brand has also worked with influencers such as sports commentator Kay Adams, actor Daniel Peera and fitness guru Nate Tago.
In one TikTok Reel, Peera wakes his kids, who are off-camera, early in the morning and says, “Rise and shine, yes, indeed,” as he prepares to take them to Target to shop for new Beastmode products.
@danielpeeraandco #DoveMenPartner a little life lesson from pop: when Marshawn Lynch releases his limited edition BeastMode x @dovemencare ♬ original sound – Daniel Peera
“I was kind of like Marshawn before Marshawn,” Peera says after visiting the retailer. “I played four years on a junior varsity team, set a state record for most fumbles in a single game, so I’m a little familiar with Beastmode myself.”
Results
The campaign received media coverage from the likes of Forbes and Stupiddope. On Instagram, campaign posts generated more than 16,000 likes and 260,000 views.
Adams’ Instagram and TikTok posts have generated more than 4,400 likes and 181,000 views.
Peera’s TikTok Reel has received over 5,100 likes and 1.3 million views.
