Dove: Soap Scum
BUSINESS SITUATION AND MARKETING OBJECTIVES
The War between Dove and soap
In developed markets, the bar category was declining. Consumers had begun migrating from bars to body wash, leaving behind only true bar loyalists. Luckily for Dove, many of these people were die-hard Dove Bar users, who will buy the product loyally for as long as it exists. Unluckily for Dove, the rest of these people were die-hard soap users; creatures of habit that saw no reason to pay a premium for a Dove bar.
The only way to win this war would be to somehow persuade soap fans to switch to Dove.
Drive for share within the soap bar category.
RESEARCH AND CONSUMER INSIGHTS
Tell us why you don't like us
Capturing the soap fan seemed like an impossible task. We recruited some of Dove's most passionate rejecters to enlighten us about the supposed virtues of soap. Through a series of workshops and heart-to-heart sessions between consumers and Unilever scientists, we uncovered some of the mistaken beliefs soap users had about their product and ours, and began to put this knowledge to use.