Agency: Ogilvy & Mather | Author: 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...