Dove Canada: Singin' In The Rain
Brand/Client: Dove Canada/Unilever
Lead Agency: Ogilvy & Mather
Dove Canada faced a tricky challenge:
Sell an everyday, family brand…
…in an aspirational category
…where we had little credibility
…and steal share from the category leader
…with a relatively small budget.
Dove's famous "real women" campaign was admired, but tired. For our target of hair-involved women 25-49, Dove's plain approach lacked the aspirational sizzle and strong beauty cues needed to catch their interest. On top of this, although loved for its bar and body wash products, Dove was not seen as an expert in hair – unlike Pantene, who were clear category leaders with a 13.1% share and a $16M+ media budget. With less than $1M to spend on local activation – and to launch Dove's new Nourishing Oil Care line – we needed to find a unique way to outsmart Pantene and get our message out beyond traditional paid media.