Dove Enters Deodorant Segment

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O&M on Its Testimonial Approach: If It Ain’t Broke, Don’t Fix It
CHICAGO–Ogilvy & Mather is relying on testimonials in its campaign to launch Unilever’s Dove antiperspirant and deodorant.
Centering the advertising on women who use the product rather than on actresses is an approach O&M has taken in successful campaigns for Dove bar soap.

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