Unilever Russia: Dove Dry Shampoo

Dove, the personal care brand, raised awareness and sales of its dry shampoo product in Russia by targeting women when they needed it most.

Agency: Initiative Russia

The Summary Statement

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...

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