2010 BRONZE

BEAUTY PRODUCTS & SERVICES

'SOAP SCUM'

DOVE, UNILEVER - DOVE

Mercela Melero, Brand Development Director - Bar

OGILVY & MATHER

Linda Cornelius, Senior Partner, Managing Director
Liz Wade, Senior Partner, Planning Director
Maureen Shirreff, North American Creative Director
Rock Pausig, Art Director
Rebecca Rush, Copywriter
Theresa Lowe, Director
Heather O'Flynn, Senior Producer
Kathryn Jensen, Program Manager

OGILVY & MATHER NEW YORK

Cindy Gustafson, Director

MINDSHARE

RYAN IDIRECT

The bar market in the US was declining and, as the market share leader with 33%, Dove needed to convince soap users that they should switch to Dove. Setting a goal of 1-2% market share increase, Dove began the Soap Scum campaign. The campaign educated tallow bar users that their bar was leaving an invisible layer of scum on their skin, while Dove leaves clean, moisturized skin. The result was an increase in market share of 16% in the US bar market and a record high share of 38.4 in the six months after launch.