Dove: Winning in China

This case describes how Unilever's Dove shower gel went from a small, declining player in the large Chinese market to brand leader.

Dove: Winning in China

Principal authors: Tim Broadbent, Anthony Wong and Geoffrey Ogay, Ogilvy & Mather ShanghaiContributing authors: Lizzy Chen, Gilberto Pires, Judy Zu, and Shannon Ye, Unilever China Limited; Kate Yung, Ogilvy & Mather Shanghai

INTRODUCTION

This case shows how Dove transformed from a small, declining player in a large market into a leading shower gel brand.

Dove got under the skin of Chinese women insights, produced a campaign that went against the grain of communications norms, to propel market share from 2.1% to 8.8% in 16 months. For the first time in Chinese history,...

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