Dove: How Dove found beauty in the time of COVID

Personal care brand Dove used the courage of healthcare workers to communicate its $7.5m Covid-19 support efforts and expand its Campaign for Real Beauty narrative in the UK.

Campaign details

Brand: DoveBrand owner: UnileverEntrant company: Ogilvy, LondonMarket: GlobalSector: Skincare, sun protectionMedia channels: Online display, Online video, Outdoor,out-of-home, Print, Programmatic display, Social media, Television, Word of mouth,influencersBudget: 0k

Executive summary

When the Covid-19 pandemic hit, Dove committed $7.5m to support healthcare workers around the world with products, equipment and donations, and asked us to announce this.

Our challenge was to honour healthcare heroes without exploiting them, while staying true to Dove's platform of Real Beauty.

Beauty and a pandemic are uncomfortable bedfellows, requiring us to shift...

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