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Unilever

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.

 

 

Tags:

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