Dove
Positioning, insight development, communication strategy
We have worked with the Dove global teams for nine years and have worked on numerous innovations, positioning projects and communication strategies including:
The main brand campaign in developing markets
The “Real Beauty” campaign although extraordinarily successful in the West was not nearly as successful in developing markets like China, Russia, Brazil & India. Our task was to work out how Dove could reinterpret its message to appeal in these markets whilst staying distinctive and true to the Dove brand.
Identifying new insights
Whilst working in the developing markets on the main brand vision we investigated a range of potential ‘sources of anxiety’ with women in developing markets – as the insight around the beauty industry objectifying women and setting unattainable expectations was not relevant in these markets. We identified a key insight that women focus on their faults not their strengths – so that they don’t appreciate their own beauty.
This powerful insight proved to be true globally and was recently dramatised in the ‘FBI profiling film’. The three-minute video became one of the most shared videos in advertising history, with more than 160 million views, and won 19 Cannes Lions and top honors at the North American Effie Awards in 2014.
Positioning the Dove face wash innovation for Japan
We scoped & defined the optimum position which led to a successful launch. We followed this up recently by defining the most compelling comms strategy for a new body wash in Japan.
Positioning of a proprietary ingredient
Dove had developed a special skin nourishing ingredient NutriumMositure that the team wanted to include in all products and communicate its benefits. We scoped multiple angles to define a tight communication brief.
Working out how to give moisturizer a role in a deodorant
When Dove launched a deodorant, the benefit that moisturizer could add was difficult for consumers to understand. We developed multiple angles to explore different benefits resulting in a compelling communications strategy
Unlocking growth in developing markets
The key product in developing markets is the cleansing bar and it is priced at a very high premium to soap brands. Our work scoped and identified the most compelling reason why consumers should pay more for Dove / swap to Dove resulting in new communication and a roadmap for the future.
Positioning an innovative new premium body wash
Our work defined the best way to make credible that this new breakthrough body wash actually makes a visible difference to skin’s beauty.
Positioning the new range for men
This was the first time the brand had not targeted women and the brand needed to develop a unique approach for men’s toiletries.