Identifying the universal product authority across a market-leading portfolio

01/ CHALLENGE

CHALLENGE

Dove operates successfully across multiple categories – cleansing, deodorants, hair, and baby. However product credibility across the range was dependent on the competitors in each category, rather than on a single point of brand authority.

In the absence of Dove product authority, emotional criteria based on a loose interpretation of the Real Beauty strategy had created inconsistencies across markets.

02/ APPROACH

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Our task was to find a meaningful product differentiator that underpins Dove's authority in 'superior care' across categories present and future. And to do this without affecting its competitive advantage within each category.

03/ SOLUTION

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Objectivity was essential to accurately represent emerging (Brazil) as well as established  (USA)  markets, in order to identify the imprint and future stretch of the product authority. The aim was to re-engage consumers beyond 'real beauty', leveraging Dove's equity both emotional and functional.

 

Using a combination of Discourse Analysis and Adcept Research as well as co-creating with R&D and Marketing, we were able to discover the real subliminal reasons why consumers were choosing products in each category. This ultimately led to the single highest common denominator running across Dove.

04/ RESULT

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We developed clear, directive yet inspirational guidelines for the Masterbrand to be rolled out across all markets and categories.

As a deliverable we also produced 4 multi-channel scalable ideas that brought the guidelines to life.

Our research and strategy covered North America, India, Brazil and the UK.

© Big Transform 2020