Campaign details
Advertiser: Unilever – DoveAgency: Edelman
Situation Analysis
Dove Hair faced difficulty penetrating the US market as consumers traditionally perceive Dove to be a personal care brand, specializing in body care rather than hair care. Since reaching a 4.8 share in 2005, the brand has consistently declined in an increasingly competitive US market, reaching a low of 2.7 share in 2014. One key driver has been an inability to break through as a distinct brand in Hair, demonstrated by unaided awareness hovering around 25% (Millward Brown 2014 report).
In 2015, Dove Hair planned to introduce a...