Dove: Photoshop action

OgilvyOne Worldwide Toronto

Entry Information

Country where program ran: Started in Canada, went Global
Program start date: 03/04/13
Program end date: 03/31/13
Advertiser/Client Name: Unilever Canada
Product/Service Description: The Dove Self- Esteem Project Dove is on a mission to encourage all women and girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realise their full potential.
Category: Consumer Products (CP)

Strategy

Business problem

Dove wants to get its current users to satisfy more of their personal care needs with Dove products (whether bar; bodywash; deodorants or hair care products). Dove also has a social mission to help build stronger self-esteem in girls: The Dove Self-Esteem Project. Dove believes it can sell more products by increasing consumers' affinity with the brand via the the tangible programs of the Dove Self-Esteem Project.