Campaign details
Brand: Unilever / Dove MenAgency: InitiativeRegion: LATAM
Objectives
- To enhance brand equity metrics for Dove Men in Colombia mainly in consideration and conviction.
- Increase "conviction" (previously 8%) with key elements such as brand knowledge and purchase intent.
Dove Men had two marketing challenges:
- Dove Men is a young brand in Colombia with less than 3 years in the market. The brand has a low level of SOI, making it more difficult to positions its message and value proposition: Keep underarms irritation free.
- Aggressive competitive environment: More than 10 brands in the deodorants category...