THE CHALLENGE

Body odor is an issue men don’t talk about. Research showed 63% of men were missing the mark on full-body odor protection, and most were unaware they needed it. Dove Men+Care needed to spark a conversation around whole body freshness that resonated with men and inspired them to rethink this solution.

THE STRATEGY

To expose and eliminate the cultural blindspot that is low awareness of whole-body odor care, we knew we needed to break through in culture and social conversations in a standout way. We partnered with Marshawn Lynch and rebranded BEASTMODE by removing the B.O. The result was _EASTM_DE, a provocation in the name of hygiene. Marshawn removed the letters from his own Las Vegas and Seattle storefronts, dropped the B.O. from his best-selling merch, and co-posted content across social. Influencers and sports podcasters joined in, creating their own takes on dropping the B.O.

THE EXECUTION

The campaign centered on a simple visual idea: Marshawn literally removed the B.O. from everything. That act became content. We launched limited-edition _EASTM_DE kits, which sold out within days, and seeded them to creators and athletes. We ran paid and organic content across Meta, Snap, and X during Super Bowl weekend, capitalizing on peak cultural attention.

THE OUTCOME

We finally got men to understand why whole-body odor protection is important. By collaborating with Marshawn Lynch, we bolstered product awareness, increased relevance and converted consumers.