Dove
Tomorrow’s Beauty is Today.
BACKGROUND: Dove has been widely praised for challenging and redefining traditional beauty stereotypes.
TARGET AUDIENCES: Young Ladies (18-30 YO)
INSIGHTS: Beauty standards change over time.
SMP: Be the pioneer of tomorrow’s beauty.
OOH Ads and Magazine Spread
Evaluation
It needed a more consistent approach and a stronger focus on the big idea. For instance, at times, the campaign used rhymes, while at others, the message emphasized appreciating individual uniqueness.
The latter worked better because it aligned with the brand tone, whereas the rhymes felt too cutesy for a serious brand like Dove.