Unilever was to launch a brand extension, a new Dove series called Fresh Touch, to a young female target group of W15-34. The new product had a fresh, youthful scent that the campaign was to centre around as much as possible. It was also essential that the communication was clearly distinguished from that of other Dove products.
Our mission was of course to create awareness around this launch despite advertising fatigue in the target group and the heavy competition in the beauty market. Our media solutions needed to entertain and involve!