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Your Top By Dove

basics
Industry: Beauty & Health
Media:TV & Cinema
Published:Jan., 2006
Market:Netherlands
Language:English
Style: Minimalism
descriptioncnen
SUMMARY
The armpit is not the most glamorous of places… or so you might think. In 2006, Dove Deodorant set its sights on changing and ‘owning’ people’s perceptions of their armpits - from the dark, hidden armpit to the smooth, beautiful underarm. In 2005, the European deodorant market was becomingly increasingly crowded. The challenge for Dove was to establish itself as the deodorant brand most associated with skincare credentials, whilst pushing into the beauty arena. Thanks to its ¼ moisturising cream, Dove had a big opportunity to offer something more than other brands: going beyond odour and wetness protection to underarm beauty. However, this was no easy task: Nivea was making strong forays into the skincare sector supported by a high media spend, and there was mounting competitive pressure from Sanex.
credit
Brand:
Agency:
awards
EACA Euro Effies 2007
Bronze
Brand Re-Vitalisation
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