Dove

Hot and sweaty shouldn't always go together.
Problem

Tubes are hot and people's armpits get sweaty. Especially during summer.

Insight

We all use the Metro newspaper to fan ourselves underground while the temperatures soars.

Solution

Promote Dove new pear deodorant by wrapping a how to guide on the Metro front and back covers. Ingrain the new scent into the paper and you’ll be less likely to smell somebody else's armpit while they hold onto the rails and their pits are in your face.

Success

This campaign emerged from Unilever's head of marketing loving our Hellmann’s campaign and asking for something similar for Dove. Client budgets fell through and this campaign is still waiting in the wings to go live.
 

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