16 Jul Dove Relaunch in a Cash-strapped Market
Posted at 12:29h
in
Arresting a declining market share and brand power through a relaunch on Dove to drive relatablility and relevance for the brand backed by a superior product formulation, a strong claim emphasizing “Repairs Damage from 1st Wash” and localizing the television advertisement to appeal to Pakistani women hammering damage repair credentials. In parallel, activating all consumer touchpoints, dialing up on digital, in-store and mall activations, influencer marketing and sampling. Showcasing damage repair through innovative OOH and DOOH campaigns leading to sales and volume growth, significantly improving brand health scores and differentiation.