Campaign details

Brand: Dove Shampoo
Brand owner: Unilever
Lead agency: Mindshare Philippines, 1DMG
Country: Philippines
Industries: Hair care
Media channels: Mobile & apps, Sales promotion, Websites & microsites
Budget: 500k - 1 million

Executive summary

Dove Hair is one of the biggest shampoo brands in the Philippines, and has been number one in the damage care segment since its launch in 2012. However, the brand has recently been hit by a slowdown in performance, and ended 2017 with flat growth.

In 2018, Dove decided to go for its first-ever relaunch. To reinvent the way it communicated its damage care superiority, Dove returned to its now evolved audience – women who are not only concerned with simple damage repair, but who also want to express themselves with their hair in new ways that may go beyond norms or stereotypes.