dove

How Dove Changed the Rules of the Beauty Game

Whenever we explained Dove's new brand positioning to anyone, they always said, 'Oh what a great idea.' However, we couldn't seem to develop any creative work that did the new positioning justice. We'd been through months of creative development and research and had nothing to show for it. A bit of self-doubt was creeping in. Maybe it's a great positioning in theory but not in practice?

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