Dove's pristine white campaign attracts shoppers

Dove, one of the largest premium brand in the HUL portfolio with a wide range of personal care products that includes skin care, hair care and deodorants, recently came out with an in-store campaign projecting the premium qualities of their body soap. Executed by Brandmark Solutions Pvt. Ltd, Dove has been utilising the modern trade space for innovative branding opportunities.

Speaking on the execution of the project, Yogesh Chawan, Co-Founder & Creative Head, Brandmark Solutions said, "We were briefed with a brand activation activity for Dove Soap with a brand preposition offering'Get Parlour Like Glow Everyday' to consumers. It was the launch of the New Dove Soap brand and the campaign was well supported on various other platforms as well. Brandmark's task was to back this campaign in super stores like MAX, BHRL & NMT to create a premium visibility in the soap category and highlighting Dove among all the other soap brands present in the category. The brief was clear, a premium visibility for a premium brand and hence Brandmark proposed a lit category header, which is a LED Lit acrylic mounted on MS frame structure with all the Dove brand elements and the key value standing out against a pristine white colour. Also the header is modular and comes with a height adjustable mechanism which would not hamper product stacking in the bay shelves. The other proposed branding elements were a product highlighting LED Lit shelf in shelf, a parasite hanger, aisle flanges and two types of shelf glorifying shelf strips.”

This activity was a complete turnkey project for Brandmark, which included designing of the category elements to recee, fabrication, logistics and implementation of the category elements at all these modern trade stores.