| Заголовок | Beauty has no age limit 2 |
| Агентство | Ogilvy Germany |
| Кампания | Beauty has no age limit - Unilever |
| Рекламодатель | Unilever |
| Бренд | Dove |
| Posted | Июнь 2008 |
| Продукт | Pro-Age |
| Бизнес сектор | Гигиена и средства личной гигиены |
| История | SUMMARY: Dove still lacked the credibility in the competitive anti-ageing sector and its new anti-ageing formula had to compete with brands claiming to reduce wrinkles by 88% and boost collagen production by 60%. The brand needed to beat main competitor Nivea upon entry into the anti-ageing segment with Dove Pro-Age in 2007 and develop a communications campaign for the anti-ageing segment with which the target group could truly identify and which served to differentiate Dove from its competitors Dove Pro Age addressed Real Women aged 50+ who, until now, had felt ignored, neglected and pressured into denying their age. Over two-thirds believe that if current media images truly represent todays population, it would appear that no women over 50 actually exist. Thus the campaign idea Beauty has no age limit was born. Based on insights from a global study, Dove aimed to reveal the beauty of 50+ women to the world, using photographer Annie Leibovitz. The nude, full-body images of 50+ women were accompanied by the headline Too old for an Anti-ageing ad followed by But this isnt an anti-ageing ad. This is Pro-Age. A 3-phase campaign introduced Doves beauty theory via PR activities, followed up with TV, print and BTL media including sampling, advertorials, in-store activities and joint promotions to drive trial of its Pro-Age line across markets and added CRM activities online and offline to ensure long-term involvement of target group. |
| Тип медиа | Печать |
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