Dove: Keep the grey

Dove, a personal care brand, created a social movement, #KeepTheGrey, to stop women from being aged out for choosing to wear their grey hair, like the popular news anchor Lisa LaFlamme, grow brand power and equity, and increase the sales and size of the brand in a meaningful way to Canadian consumers.

The Assignment

On August 15, 2022, Canada's renowned national news anchor on CTV – the #1 news channel in Canada – Lisa LaFlamme was abruptly let go without cause after 35 years. Inside sources referred to her recent decision "to go grey" with her hair colour as a key reason for the termination, causing an uproar from audiences who have grown up with LaFlamme as a trusted and respected news anchor in the country.

Reaction to the news was swift and fierce: viewers didn't mince words about the decision, while current and former media personalities spoke out. A media firestorm...

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