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2019 BRONZE PERSONAL CARE - PRODUCTS & SERVICES
CANADA
Baby Dove Beautifully Real Moms
RAN IN: Canada
CLIENT
Unilever
Ashley Shaffer, Senior Assistant Brand Manager Leslie Golts, Marketing Manager Carolyn Kim, Associate Brand Manager Danika Johansen, Senior Marketing Director Diane Laberge, Marketing Director Daniel Alter, Marketing Director
Emily Woods, Account Executive Brian Murray, Chief Creative Officer Chris Dacyshyn, Group Creative Director Julie Markle, Group Creative Director Robyn Hutman, Strategist Crystal Sales, Strategist Aviva Groll, Director of Account Management David Scanlon, Agency Producer Michelle Lee, Director of Strategic Planning Ian MacKellar, Chief Creative Officer
Liana Tamulaitis, Associate Director Michael Marcy , Strategy Director
Harbinger
Nicole Legate, Client Service Director
Geometry Global
SUMMARY
In order to increase its share of the baby care market, Dove launched a campaign to promote its new baby care line. This resulted in a 4 point increase in market share and an 85% sales lift vs. its old baby care line, in spite of premium pricing. We also closed the brand equity gap vs Johnson & Johnson Baby, the market lead. Key to our success was leaning into Dove’s Real Beauty heritage and giving moms permission to be real instead of perfect.
