Campaign details

Brand: Dove
Lead Agency: Initiative Russia
Region: EMEA

Strategy

Objective

Russia is a country of centralized supply of heat and hot water. From the combined heat and power plant hot water flows through the pipes to each house. It is a complex system with old worn out equipment, which requires annual prevention. Therefore, they cut off hot water every summer for two weeks. Every summer Russian women suffer from the lack of hot water during this period.

Dove has a solution, this is a dry shampoo, which refresh and revive hair between washes. Main objective is to increase product awareness and sales of certain brand SKU. It is not all as easy as it sounds because dry shampoo is associated with compromise decision while Russian women value true beauty primarily. That's why our task was also to make them aware of the product in the most receptive mood – when dry shampoo usage seems to be a great decision.

Target Audience