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Dove Men+Care’s FIFA World Cup 2026 campaign attempts to put skincare conversation at the centre of the soccer fandom. The brand’s “Care for Your Skin Like You Care for the Game” platform is led by a hero film, “The Chant”. First launched in mid-May, the campaign appears to be gathering pace as the tournament advances.
YouGov BrandIndex data shows that the brand is witnessing marked upticks in key metrics since the campaign was officially announced – offering an early read on how the brand’s FIFA World Cup 2026 activity may be landing with consumers.
Among FIFA World Cup fans, Dove Men+Care’s Buzz score – a measure of whether consumers have heard anything positive or negative about a brand in the past two weeks – rose from 24.0 on May 11 to 37.1 on June 4, a 13.1-point increase. FIFA World Cup fans are defined as those who rate the event as one of their top interests or say they are somewhat interested in it.
Additional analysis shows the movement was not limited to positive Buzz. Dove Men+Care also saw gains in Current Customer scores. On May 11, 19.6% of consumers said they had purchased a product from the brand in the past 30 days.
By June 5, that figure had reached 28.7%, a gain of 9.1 percentage points and the strongest reading across the tracking period.
With most of the tournament still to be played, Dove Men+Care will have more opportunities to stay in front of football audiences. It will be interesting to see how the metrics move as we go deeper into the event, especially considering how much traction the tournament is already gaining in the U.S.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Buzz is calculated by asking respondents whether they have heard anything positive or negative about a brand in the past two weeks. Current Customer is based on whether respondents say they are a current customer of the brand. Scores are based on FIFA World Cup fans, defined as those who rate the event as one of their top interests or say they are somewhat interested in it. The average sample size is 323.4 FIFA World Cup fans.