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Dove
Taking a category leader from good to great

RAN IN: United States

CLIENT
Unilever

Marcela Melero, GBVP Dove Skin Cleansing
Margaret Merritt, Senior Brand Manager
Kelly Long, CMI
GregRoss, Unilever US Skin Cleansing VP
AmyStepanian, Dove US Masterbrand and Skin Cleansing Director
NehaMinj, Dove US Skin Cleansing Manager

AGENCY
Ogilvy UK *Lead Agency

Pauline d'Albis-Desforges, Global Planning Partner
Rosie Collins, Global Strategy Director
Flora Leppelmann, Strategist
Noel Hamilton, Global Creative Director
Jo Ridley, Creative
Alexia Vasilarou, Creative
Doug Lepatourel, Global Managing Partner
Georgina Howard, Global Business Director
Amarjeet Kaur, TV Producer
Chloe Jahanshahi, Art Producer


Razorfish


Mindshare


SUMMARY

Whilst the strong US #1, Dove’s body wash functional differentiator of superior moisturization was no longer enough to sustain category-leading growth. To reclaim leadership, we elevated communication beyond the formulaic category trope to dramatize the need for superior care: for the first time, we inspired more women to rethink their brand choice by reaching out with a unique celebration of personal skin stories. Giving the category a voice in Dove’s disruptive positioning in beauty and driving beyond expectations growth across key audiences. Taking Dove body wash from good to great.

CASE VIDEO


Language: English