Dove Beauty Bar

After spectacular growth in the first half of the 90's, market changes in 1996 left Dove vulnerable. Rather than lose control of the bar segment, or abandon it in favour of the new, more enticing body washes, Dove fought back.
Agency: Ogilvy & MatherAuthor: Not credited

 Dove

INTRODUCTION

In its first thirty three years, Dove bar was a great success. It had a superior cleansing and moisturizing formula, and displaced established and wellloved brands on its rise to number one.

In 1996, competition became a severe threat. P&G had launched Oil of Olay and Ivory Moisture Care bars, and these matched Dove for cleansing and moisturizing. In addition, the new body washes revolutionized showering with superior moisturizing.

After spectacular growth across 19911995 Dove lost shipments and share in 1996. Then, in 1997, Dove struck back with new...

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