Aug 13, 2004

Dove lets users do the talking in brand's relaunch TVC

Unilever brand Dove is repositioning its image, with a television-led campaign that showcases the product benefits of smooth hair without the sticky residue that ordinary moisturising shampoo leaves behind.

Created by Ogilvy Mather, the campaign aims to encourage use among occasional and lapsed users in the mid 20s to 30s demographic by highlighting the benefits of smooth, silky hair with regular use. Ogilvy's planning director Judd Labarthe said The target group realises she has to figure out how to be a mom, a daughter and an executive all at the same time. The centre of her life isn't expensive cars or designer clothes, but rather the job of managing...

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