This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.
Getting real about underarms
Dove has always been a disruptive force within deodorants, bringing skincare credentials to a category focused on sweat protection._x000D_ Yet by 2016 value growth had stalled and brand equity measures were declining.We utilized a radically different creative approach to shake up this low-interest category, communicating underarm care by showcasing REAL underarms._x000D_ _x000D_ By doing so we rebooted women’s relationship with Dove deodorant. We arrested brand equity declines and drove brand appeal and advocacy. Value share grew and we ended the year +80BPS in our 4 key European markets.
Brand: Dove Antiperspirants
Agency: Ogilvy & Mather