Adland: What lead to the idea of using cartoon characters?
Gould-Davies: These are iconic women whose hair never changes and is therefore interminably stuck in the same style. It therefore represented a natural opportunity to complement the functional product story of Dove styling -
natural style that moves - and show the difference it would make to the hair of these familiar characters.
Adland: Any reason for picking these particular women?
Gould-Davies: These are very much down-to-earth women, and were chosen deliberately because they are not stars or models. They are highly relatable to our female target consumer as evidenced in qualitative research. In fact, women saw them as being very, 'real' and credible.
How are people responding to the campaigns? Overall the response is very positive. Of course, there's always going to be a few people who aren't going to like something. As the old adage goes- you can't please all of the people all of the time.