ABOUT

The Challenge
Help Dove Whitening Original Deodorant gain market share in Thailand and cut through in a culturally-relevant way.

Our Solution
After some research, we discovered that Thai women tend to pluck their underarms which leaves skin with a dimpled effect they call ‘chicken skin’. Despite its prevalence, this issue was completely unaddressed. We helped Dove take ownership of this local piece of vernacular with a fully-integrated campaign. Our 'Chicken Skin' story invited Thai women to say goodbye to their chicken skin with a challenge to use Dove Whitening Deodorant over seven days, via free samples from Dove’s Facebook page.

Result
Our combination of simple semiotics and irreverent humour was an unusual ensemble for the brand, but worked perfectly for the regional market. Penetration increased 25% over the quarter period of the campaign and the repeat rate also rose. Dove’s deodorant recorded the highest share in supermarkets and hypermarkets during this period.