Dove is launching a “Change Is Beautiful” campaign with a spot on Fox’s Super Bowl pregame show to back a new formulation with nanotechnology and a new bottle. It represents the first brand restage for its body wash in 17 years.
Special Report: Super Bowl
Dove's biggest body wash launch in decades gets Super Bowl pregame ad
Unilever brand 'evolves' with 'Change Is Beautiful' campaign, ergonomic bottle from recycled plastic and PETA approval
“Change Is Beautiful” will air ahead of Sunday's Big Game.
Credit:
Dove
The spot from WPP’s Ogilvy London will air between 4:30 p.m. and 5 p.m. ET before Sunday's Big Game, showing skincare stories of real women and comparing those to Dove’s changes with the message: “You’ve evolved. So have we.”
The Dove Renewing MicroMoisture launch is “the biggest Dove relaunch of the last few decades,” said Fernando Fernández, global president of beauty and wellbeing for Unilever, in a December investor presentation. “It’s modern, premium and each unique design is more user-friendly and ergonomic, and it has a stronger shelf presence. This is a superior mix that will allow us to take a 10% price increase in the biggest part of our U.S. business.”
The new Dove Body Wash line is the first in the U.S. to use nanotechnology, according to a Unilever statement. The technology is designed to get into gaps and crevices to provide a moisture barrier for 24 hours. It also comes with a new shower-friendly bottle designed to be used with just one hand and, when needed, inverted on bathroom shelves to let people use the body wash to the last drop.
Unilever’s statement said the body wash formula is also 98% biodegradable, with 100% plant-based moisturizers and packaging 100% from post-consumer recycled plastic. It’s also Dove’s first body wash approved as vegan by People for the Ethical Treatment of Animals.
