Dove: Shopper Communication Guidelines

Apparently there is a Dove product sold every 6 seconds globally, which is nuts, but not quite as nuts as the mountain of different identity guidelines that the team at Unilever – and their agencies – were struggling with.


We put a broom through the lot based on a single, simple, insight. The problem wasn’t that users weren’t coming up with the right answers, it was that they weren’t asking the right questions.


They didn’t need a spec-sheet. What they needed was a decision tree.


The feedback was basically ‘What did we ever do without this?’


We’d love to take you through it.




branding, design, guidelines, in-store, Internal Comms, Shopper, strategy