Unilever/Dove: Helping girls love their hair deep down to the "Cell-Fie"
Campaign details
Advertiser: DoveAgency: MindshareCategory: Cross Media Integration , Cross Mobile Integration Region: APAC
Strategy
In 2013 Dove Vietnam; (formally the number 1 brand in 'care and damage repair),' had lost its leading position and market share to Pantene. So when they developed a new product innovation that repaired damaged hair at a cellular level; we saw an opportunity turn things around.1
We knew that talking about the science of cellular repair was not going to cut through the noise of...