Our task was to define the global communications brief to make the deodorant positioning relevant and compelling to consumers.

We used our Adcept Methodology to scope all the potential benefits that Dove could offer. We worked with the global team and also involved the country teams in the process. In 6 weeks we had scoped all the potential areas for the brand and created over 100 finalised Adcepts for research.

We found that a rational explanation tended to be rejected and seen as irrelevant. Whereas the emotional angle of femininity and focus on the end benefit (of being able to wear nice tops because your underarms looked good) was truly compelling and consumers could engage with the proposition and see the benefit the brand was adding for the first time.