.
Challenge
The category was 10 years old when Dove was about to introduce its own version. It couldn't make superiority claims: while better than alternatives, Dove's wasn't perfect and claiming it was would have continued the pattern of trumped-up performance followed by disappointment established by other brands.
Driving Insight
Women had to be given something genuinely new to motivate interest and trial. Re-framing the fundamental problem - away from the color of the deodorant to the fact that it doesn't stay on skin where it belongs - was revolutionary.
Result
The campaign imbued the product with a tangible and valued point of difference because it gave women a different way of thinking. It inspired involvement and enthusiastic trial. It became the most successful deodorant launch in Unilever’s US history. No small feat.
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