The international rugby season gets under way in earnest for Ireland next weekend and sponsors Dove Men+Care have made the most of their association with each of Ireland, England, Scotland and Wales to launch an emotive video highlighting the ‘spirit’ of the sport.
Based on Rudyard Kipling’s poem ‘If’ the video goes into the dressing rooms before a match as each of a variety of players from each of the sides recites a line adapted to the sport.
Cian Healy is first up for Ireland talking about the national anthem while Luke Fitzgerald focuses on injury, in this case of opposing players.
The video is part of an overall social and digital campaign under the banner of #ScrumTogether which is intended to run from now through to the conclusion of the Rugby World Cup in 11 months time.
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“With a hugely exciting 12 months of rugby ahead, Dove Men+Care are proud to support the IRFU,” said Dove Men+Care Brand Manager Callum Galloway said.
“Over the last few weeks specifically, we are delighted to have worked with some of the most respected and talented names from those teams to deliver a video that captures and heroes the values of the game with which we are so proud to associate.”
The value of mens grooming in Ireland rose above €100 million for the first time in 2013 with a growth rate of 4% being double that of the UK.
Unilever, the parent company of Dove Men+Care is into the third year of its association with the IRFU having signed a deal on the eve of the 2012 Guinness Autumn Series. It sponsors the equivalent programme of matches hosted by Wales at the Millennium Stadium in Cardiff.
