Dove - 'Celebrating Curves'

Dove re-launched its ´Firming´ range in 2004 using advertising that broke the category norm to increase its volume share by 80%.
  

Dove – Celebrating Curves

Brand Name: Dove 'Celebrating Curves'Advertiser: Lever-FabergéAgency: Ogilvy & Mather Dusseldorf/LondonPrize: GoldCategory: Toiletries & Beauty

SUMMARY

Dove re-launched its 'Firming' range in 2004 using advertising that broke the category norm to increase its volume share by 80%. Other brands promoted a definition of beauty that is about flawless, unattainable physical perfection but Dove's new campaign delivered the idea that beauty comes in all shapes, sizes and forms and used real women instead of models. It generated unprecedented amounts of PR coverage across Europe and sparked a...

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