Dove Style+Care: Reflections

OgilvyOne Worldwide Toronto

Entry Information

Country where program ran: Canada
Program start date: 11/05/12
Program end date: 01/14/13
Advertiser/Client Name: Unilever Canada
Product/Service Description: Dove Style+Care is a hair styling line that helps avoid touch ups by caring and nourishing hair to provide long lasting style.
Category: Consumer Products (CP)

Strategy

Business problem

Our challenge was to drive awareness and trial for Dove Style+Care. The TV spot had been off the air for a couple months, but the education and product promise hadn't broken through to the target in Canada. As a result the product wasn't moving off the shelves at a competitive rate. We needed a compelling way to grab our target's attention and have them learn that Dove Style+Care provides long-lasting style, and then to have them try the product for themselves.