Dove: Mothers Make You Sweat

Dove, a personal care brand, worked with real mothers and daughters for the release of eight films to recruit young girls into the deodorant category.

Background

50% of women enter to the category before turning 13 years old and most of the young girls are unlikely to switch brands before mid-20s. Parental advice is a critical driver of choice when it comes to the first deodorant and most often the first...

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