Dove Men: The Irritation Meter

Deodorant brand Dove Men teamed up with Spotify in Colombia to create an online engagement.

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...

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