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


'Can a mainstream brand reject the conventions of its category yet still forge a strong enough connection with consumers to make a significant impact and be more profitable?' This was the pivotal question asked of Dove in 2003.

The answer to the question is yes...if at the heart of the brand there is a powerful ideal. Compelling enough to engage and connect with consumers in such a way that they embrace it,...

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