Dove: Beyond expectations

Dove, a personal care brand, launched a campaign in Turkey to improve market performance, increase unaided brand awareness and increase market share.

Campaign details

Category: Disrupting the CategoryAward: BronzeBrand: DoveAgency: Ogilvy IstanbulMedia Channels: TV, Digital Media, Social Media

Where were we?

With its 11% growth rate and strong domestic and global players, the hair care market in Turkey continued to be an important sector during 2020. It was especially important for Unilever as its hair care business accounted for over 55% of its total personal care products.

However, with the exception of Elidor which is Unilever's leading hair care brand, Dove had a small market share in comparison. The difference between competing brands...

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