American voiceover for Dove Defense
Description
Vocal Characteristics
Language
EnglishVoice Age
Young Adult (18-35)Accents
North American (Canadian-General) North American (General) North American (US General American - GenAM)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
COVID-19 outbreak drove a massive cultural disruption. Consumers experienced fear and anguish behind an invisible threat with uncertain information. To cope with this. In this context, cleanliness took a new meaning. Igniting the use of antibacterial products under the misperception that they work as the ultimate source of protection. However, this was not a bed of roses for concern. Antibacterial products have a side effect. The extreme use generates skin dryness and itchiness. This landscape was pushing consumers to de select us, jeopardizing our hand care business. So how can we put Dove back in the game? Unlike antibacterial brands, Dove has a superior moisturizing formula that leaves your skin smooth and soft. To win back consumers. We need to change the dialogue by stating that there are no trade offs with Dove just upgrades. Our communication plan had two phases to put moisturizing back in the game. One debunked the myth. We highlighted the importance of washing your hands properly with any soap to prevent Covid and demystify the antibacterial misconception. Working together with health authorities, We built a multimedia educational platform including a new to the world. Hand wash timers on TV to reset her expectations to delight skeptical users. We launched the new dove care and protect that removes 99% of bacteria and moisturizes the skin. We integrated our product in a context where handwashing is essential. We partnered with Master Check, the number one cooking show. We developed a special property with blogs and challenged consumers through a digital activation to see the difference versus antibacterial by debunking the myth and resetting consumer's expectations. We delivered record breaking results, demonstrating to consumers that with Dove, there are no trade offs, just upgrades.