Dove – Dove’s Big Ideal: from real curves to growth curves

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers.
Agency: Ogilvy/MindShareAuthors: Nicolette Robinson, Haruna McWilliams, Felix Bullinger, Clay Schouest and Simeon Duckworth

Dove – Dove's Big Ideal: from real curves to growth curves

INTRODUCTION

'Can a mainstream brand reject the conventions of its category...

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