CLIENT
Unilever
Jennifer Bremner, Marketing Director
Shefali Murdia, Associate Brand Manager
AGENCY
Cindy Gustafson, Managing Director
Tamera Mellish, Associate Director
Amanda Newberg, Associate Director
Rebecca Taylor, Senior Associate
Edelman
Theresa McDonnell, Senior Vice President
Alison Dunning, Senior Account Supervisor
Ogilvy
Melissa Fallon, Vice President
SUMMARY
Dove wanted to raise brand awareness and positive brand association amongst women in their twenties who juggle all the pressures of their personal and professional lives. Dove go fresh put those pressures into a refreshing perspective by pairing up with one of the most buzz-worthy shows on television - Gossip Girl. Dove partnered with the CW Network to create a microseries, featuring real women whose lives mirrored the female characters within the show. The program achieved its goal - a more positive association with the brand, and according to initial trackers, women are purchasing.
