DOVE is one of the brands that belongs to UNILEVER group. At first its target was just women, but now is also for men, and sells products related to personal hygiene, such as shampoo, body wash, deodorants, lotions and others.

DOVE has already launched some irreverent campaigns, like the DOVE EVOLUTION:

And this one (DOVE for natural beauty):

With this last image, DOVE wanted to show that the brand is not only for perfect women, but for all women, no matter how they are. So we can say that DOVE has some social mission, to integrate all its consumers.

However, more recently, DOVE launched another campaing that I really liked and I think that was really creative. 

This time, DOVE used some famous cartoon personages that everyone knows, they are symbols. They are women that have some different hair, to show the power of the new foam hair that the brand has fabricated.

I think that the fact that DOVE used those symbols was a great marketing strategy, because there is a lot of women that identify themselves to those personages or, otherwise, identify them hairs with the personages' hair. Thus, they will use the volume foam that DOVE is advertising.

Inês Pereira