Dove kicks off £3m marketing campaign at Royal Ascot

Unilever brand Dove has launched a £3m summer marketing campaign with an activation planned at Royal Ascot's Ladies Day tomorrow (18 June).

Dove kicks off £3m marketing campaign at Royal Ascot
Dove kicks off £3m marketing campaign at Royal Ascot

The campaign for Dove’s Invisible Dry deodrant, which includes TV, print, experiential and digital, aims to communicate the product’s ability to protect women against white marks after using the deodrant on 100 colours.

The brand will be running a sampling campaign at Royal Ascot’s Ladies Day at high footfall train stations, including Ascot. The activity will be amplified digitally via a social film, which will see four female firefighters surprised with Royal Ascot Ladies Day tickets. In the advert, the women are given a colour confidence makeover, transforming their everyday work wear into colourful glamorous dresses.

Dove has enlisted the help of a ‘colour confidence’ team, who will support the campaign throughout the summer months through Dove’s media partnerships. The team includes confidence coach Natalie Thomas, fashion stylist Alex Longmore and Pantone colour expert Leatrice Eiseman.

Tom Stone, brand manager for Dove Female Deodorants at Unilever UK, said: "Colour is a key part of any woman’s summer wardrobe and we want to encourage women to be comfortable when wearing it, relieving them of the worry of being left with white stains from their deodorant. This is why we’re launching this campaign, to highlight Dove’s unique technology and encourage women to be colour confident this summer."

Last year, media agency Kinetic Worldwide partnered with Unilever to create a one-day experiential campaign for Dove at London's Waterloo station today to target Ascot's female visitors.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.