‘Ripped pages’ mailing
Prior to the ‘campaign for real beauty’, Dove was all about white coats and litmus strips. Yet research showed it was a luxury purchase for those who bought it.
This pack sought to add warmth and bring out the premium nature of the product without compromising the simplicity message. Hence it referenced the language of beauty rather than the language of soap and washing.
The ripped pages device brings the message to life; ‘for softer skin in seven days, all you need is Dove’.
Telephone research confirmed a definite move in the right direction, with 59% of recipients stating they were more likely to buy Dove – and 16% stating they had already made a purchase.
To make contact, please email Lisa or give her a call on 07811 697 243