Dove Advanced Care
Dove : Advanced care
Dove wanted to convince women who currently used other premium deodorant sticks to trade up to Dove Advanced Care deodorant, by offering them a superior skincare deodorant that delivers 48 hour protection AND softer and smoother underarms.
Social creative strategy
“Women who have experienced the benefits of Dove Advanced Care are happily surprised that deodorant can ALSO provide them with softer, smoother underarms–so much so that they are compelled to leave reviews about how much they love it.
We positioned Dove deodorant within the same space where other beauty products are often advertised - elevating it into the same category with other essentials as the most important part of her routine.”
CATEGORY TENSION
“When it comes to deodorant, women have pretty low expectations: they just want it to work. They don’t know that they deserve more–until they try Dove Advanced Care.
One swipe is all it takes to understand why real women everywhere are telling friends, family, and even the Internet to expect more from their deodorant. More than odor & wetness protection, you deserve care with an #EssentialUpgrade.”
{ behind the scenes }
