Baby Dove: Now in the Philippines

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

Campaign details

Brand: Baby DoveBrand owner: UnileverLead agency: MindshareContributing agencies: Ogilvy, 1dmg, BridgesCountry: PhilippinesIndustries: Baby careMedia channels: Programmatic display, Search marketing, Social mediaBudget: 1 - 3 million

Executive summary

With the baby segment expected to grow from 8.3% in 2018 to 9.9% by 2022, Dove saw this opportunity to fill in the gap in its repertoire and launched Baby Dove.

Targeting millennial mums who are looking for products for their babies, Baby Dove aimed to create awareness and trial for its products. However, the brand...

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