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MUMBAI: It isn?t just another whitening product, for it caters only to women and talks about a particular shyness ? that of raising arms to reveal dark underarms. Hindustan Uniliver?s premium brand Dove wanted to target upwardly affluent females for its ?Whitening Deodorant? promotion, and A Comms, with its widespread retail network and innovative execution, created yet another successful concept.
For the campaign, a mannequin has been set up in the female ?western wear? sections of Central Stores and Shoppers Stop locations across the country. This is on a podium and the mannequin in question wears a white top with one arm raised. To highlight the ?no more dark patches? communication of the deo, this podium is lit up and a cut-out of the product and model placed next to it.
Adding further the campaign has been conceptualised through a multitude of ways at the same location connecting directly to the touch points. Here, on the same floor of the mannequin set up, the trial rooms ? of the ladies of course ? are branded with the promotion too. The doors and mirrors carry the same visuals as the one next to the mannequin.
This is being displayed across various lifestyle stores like Central Store (Ahmedabad, Bangalore, Delhi, Hyderabad, Mumbai and Pune), all of them in the female western wear section and across Shoppers Stop chain which carry Dove Whitening Deo promotion.
