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...