Dove Antiperspirants: Getting real about underarms

Dove, the personal care brand, launched a campaign to drive emotional engagement and brandy affinity with its women's deodorant range, amid difficulties with value share and penetration in key markets across Europe.

Challenge, context & objectives

Dove became the no. 2 female deodorant on the basis of skincare superiority. But as other brands moved into our skincare space, sales growth and brand equity started to decline. Hence our challenge: how could we go beyond superior skincare and actually get women to 'care' about Dove? How could we disrupt a notoriously low-interest category and get women to see us as an emotionally engaging brand that reflected their lives and needs?

Dove entered the deodorant category in 1997 with a functional point of difference: ¼ moisturizing cream to provide care for underarm skin. This...

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