Brand: Dove Men+Care
Brand owner: Unilever Philippines
Lead agency: Ogilvy Philippines Inc.
Industries: Hair care
Media channels: Online video, Outdoor, out-of-home, Social media
Budget: Up to 500k
The men's grooming category in the Philippines is still nascent; most Filipino men use products targeted at female consumers and tend to only use 'male-targeted' products that are specifically formulated to alleviate problems like dandruff.
Key category players such as Head & Shoulders Men and Clear Men have already invested in communicating to male consumers the many side-effects of dandruff – from itch, to grease, to flakes.
Dove Men+Care, whose main proposition was on hair strength and combatting hair loss, lagged behind in this category as middle-aged men were not as concerned about balding. Dove Men+Care highlighted the problem by showcasing exactly how much hair loss an average Filipino man experiences per year using an OOH billboard made of actual hair.