Favourite things (2012)
Campaign: Favourite things
Brand: Dove Hair
Entrant: Ogilvy & Mather
Principal Authors: Warwick Cairns - Ogilvy & Mather, Kate Smither - Ogilvy & Mather
Contributing Author: John Stuart - Ogilvy & Mather
Credited Companies: Ogilvy & Mather Paris - Creative Agency, Mindshare - Media Agency, Unilever - Client
Dove had established fame and success with its ‘Real beauty’ campaign but this success wasn’t being reflected in the haircare category. This paper demonstrates how Dove went from decline to growth in the Latin American market where mistreating hair was the norm. The ‘Favourite things’ campaign showed how women mistreat their hair in the course of living and having fun, and the ways that Dove could put things right.
This case built a hugely successful campaign around impressive understanding of Brazilian women’s attitudes to hair and beauty. Given the Dove Hair brand was previously in decline, this was a most impressive turnaround.