Dove Beauty Bar

David Ritherford, Nancy Vonk and Janet Kestin

In November 1991, Dove launched a pre-emptive strike against the anticipated launch of P&G's Oil of Olay bar.
Agency: Ogilvy & MatherAuthors: David Ritherford, Nancy Vonk and Janet Kestin

Dove Beauty Bar

EXECUTIVE SUMMARY

In November 1991, Dove launched a pre-emptive strike against the anticipated Canadian launch of P&G’s Oil of Olay bar. Dove’s only weapon was dramatic new advertising. There was no product improvement; no increased ad spending; no significant change in trade and promotion spending; little pricing change; and no change in distribution.

Over the next four years, Dove’s dollar share jumped from 15.7% to 23.4%. This eclipsed Ivory, which fell from 15.2% to 11.9%. Olay, which finally launched in 1995, managed only...

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