Dove Deo: Dry serum launch

Dove, a personal care brand, used mobile technology to launch its new deodorant serum in the Philippines.

Campaign details

Brand: Dove DeoBrand owner: UnileverEntrant company: Mindshare Philippines, TaguigIdea creation: Mindshare Philippines, Taguig / Adcolony, Los AngelesMedia: Adcolony, Los AngelesMarket: The PhilippinesSector: Deodorants, anti-perspirantsMedia channels: Mobile & apps, Online video, Websites & micrositesBudget: Up to 500k

Executive summary

In a crowded Philippines deodorant market, Dove has always been regarded as an innovator. It has always been well-loved among its target audience and does not suffer from any lack of awareness.

However, it hit a roadblock when it first launched its new...

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