Dove Deodorant - Making the boring beautiful: how Dove Deodorant has turned armpits to underarms
Stephanie Tuesley – Ogilvy & Mather Advertising
Question: does real beauty extend to armpits? Dove thought so and this paper tells the story of how the brand created a whole new category of beauty-oriented deodorant. The judges were particularly impressed by the power of the customer insights in the campaign, and how well the creative captured them. Two years ago Dove won the devotion of a huge group of real women through overturning convention in the beauty category. This paper tells of their...