EURO EFFIES 2007[品牌Re-Vitalisation铜奖]联合利华多芬品牌液下化妆品广告
代理:Ogilvy Advertising
广告主:Unilever
广告运动主题:Dove Deodorant. Tulip campaign (See the campaign)
市场:Netherlands, United Kingdom, Italy, Spain
简介: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 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.