Unilever: Women who should be famous

OgilvyOne Worldwide Toronto

Entry Information

Country where program ran: Canada and USA
Program start date: 06/09/12
Program end date: 12/31/12
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. In 2005 Dove set up programs, tools & resources to help build stronger self-esteem in girls. By 2015, the project hopes to reach 15 million girls globally with its self-esteem programs.
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.