A deodorant for the whole body is a deodorant that you can put on the part of the body you want, a definition that Dove Men+Care has interpreted literally in the advertising campaign it has launched in Argentina, together with the VML agency, to publicize its new product All Body Deo.
The strategy to highlight the launch has consisted of the intervention of outdoor advertising from other existing brands. Thus, the brand has “hacked” billboards of other brands displayed in the streets of Buenos Aires by accompanying them with its own posters and giving a twist to the messages to make them work in its favor.
Specifically, the action has taken advantage of those graphics whose images show incomplete bodies and whose copy has given rise to a play on words in order to publicize Dove Men+Care and its attributes.
It should be noted that the “hacked” brands have been Hellmann’s mayonnaise and Skip detergent, both owned by Unilever, as well as Dove Men+Care. The On City marketplace has also been used, whose creativity is also managed by the VML agency.
The insight behind the strategy is found in the product itself. And if All Body Deo can be applied to all parts of the body, its message can also appear everywhere. The execution of the idea creates a comical tone for communication and helps the brand stand out in a saturated urban environment.
The intention, as the agency points out, has been to generate notoriety for a new product, while trying to seek budgetary efficiency.
“A new product on the market, which has the peculiarity that you put it wherever you want and wherever you want. In the part of the body that you think is necessary, in the place where you are. Almost like this campaign, we put it where we wanted, because a new product has to speak louder and better”said Rafa Quijano, Executive Creative Director at VML Argentina, through LinkedIn. “Since we couldn’t advertise throughout the city, we advertised under signs that already existed to show everyone who passes by that no matter where or when, if you need to “reinforce” or use Dove Men+Care, you can“.
According to latinspotsthe campaign was executed at the beginning of this year in strategic high-traffic points in the Argentine capital. Specifically, on Balbín and Monroe, Las Heras and Scalabrini Ortiz avenues.
