Dove Enters Deodorant Segment

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.
“In launching a new category, we wanted to be sure we leveraged as much of this brand’s equity as we could, both strategically and creatively,” said Linda Garrison, managing director of O&M’s Chicago office.