For the release of its latest shower-gel line, Dove needed an activation to promote it. The new Dove Advanced Care shower gel has a special formula that helps your skin get moisturised and properly hydrated for longer.
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APPROACH & IDEA
The launch came during the summer months – when the weather takes its harshest toll on the skin. We purposefully chose the spot where the conditions would be most challenging – the seaside.
We created the first Dove ad that serves as a shower, open to the public 24/7, loaded with the new product for everyone to test on their skin.
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EFFECT
We elevated a regular product launch that into a full-on demonstration of the main USP. Due to the high interest, a two-week tenure was extended to the end of the summer.
