Ogilvy & Mather came up the the idea of “Better than Milk.” For thousands of years, women in China have considered milk a fundamental and premium ingredient for skin care. O&M used this as their inspiration with this message: using Dove was like soaking in milk every day…. only better. A TVC struck at the heart of this comparison, contrasting the results of bathing in milk versus Dove body wash. In addition, they also developed a multichannel digital platform to penetrate the market and drive engagement.
After the successful re-launch, Ogilvy & Mather further created a further two more campaigns to strengthen the equity. In 2012, it was the twin campaign – twin sisters comparing their skin to demonstrate Dove’s superior benefits. In 2014, it was the Guimi campaign – in which bosom girlfriends to share heartfelt moments and their moisture secrets with each other.
Today, Dove has surpassed all its competitors to be No.1 body-wash in moisture body wash category in China.