Dove wanted to deliver a differentiated Shopper marketing campaign to help drive awareness and penetration into ASDA. To do this, they needed to be seasonly relevant in order to maximise a high footfall time of year (Mother’s Day) and give shoppers a reason to shop at ASDA.
A simple adaptation to packaging can make a purchase feel more special and unique. By tapping into this trend, we used Dove’s iconic and recognisable packaging to create a memorable and heart-warming Mother’s day activation.
By adding a subtle twist to the packaging we turned Dove’s best selling Body Wash into a simple gift that allowed our shoppers to tell their mums what they love about them.
The promotion was hugely successful, increased engagement was seen with shoppers buying more products than before:
- 2/3 sales came from the branded gondola end.
- 32% of shoppers purchasing Dove Love, also bought another 250ml Dove body wash variant. This was a 3% uplift on 2017.
- Average basket spend of the Dove Love shopper was £65. This was a 5% uplift on 2017.