Dove – Dove’s Big Ideal: from real curves to growth curves
Nicolette Robinson, Haruna McWilliams, Felix Bullinger, Clay Schouest and Simeon Duckworth
Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers.
| Agency: Ogilvy/MindShare | Authors: 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...
