The year 2023 starts with big news for Dove. For the first time, the iconic brand, especially in the soap market, will be among the advertisers of ‘Big Brother Brasil’, promoting the most famous item in its portfolio: the iconic bar soap, which contains neutral pH and ¼ moisturizing cream . Dove will be the only soap brand present in the program, transforming all of the participants’ shower moments into a true ritual of beauty, revitalization and self-care.
Andreza Graner, Marketing Director at Unilever, says:
“Unlike ordinary soaps, Dove not only cleans, but also hydrates, revitalizes and nourishes the skin. In this year’s edition of the BBB, the brothers and sisters will have a much more pleasurable bath routine and will literally feel the benefits of the incomparable Dove bar on their skin, which will ensure soft and hydrated skin throughout the program.”
In addition to reinforcing the differentials of its products, Dove will carry out several actions to continue the work of promoting debates and reflections on beauty standards, with the skin as an important symbol of expression of the identity of all women. For this, it will bet on activations that will unite the message of superiority and product benefits with the purpose of the brand, bringing to light the concept “Free Your Skin. Take care with Dove”, and establishing itself as an ally to break stereotypes and aesthetic pressures that may exist. Andreza adds:
“The BBB, as the biggest reality show in Brazil, is a relevant part of Brazilian culture, being a program that generates a lot of engagement and inspires many conversations. Dove wants to be increasingly inserted and active in the country’s culture and sees the BBB as an opportunity to promote reflections and dialogues related to skin care and beauty without standards, in order to encourage women to feel increasingly empowered and happy with your appearance.”
In addition to acting within the BBB, which for some years has been transcending TV and becoming the main subject debated on social networks during the first months of the year, Dove will act in real time in relevant conversations related to the reality show, in order to deepen the theme and increase the visibility of the conversations generated in the program. The brand will activate a diverse team of influencers, who will help bring contexts from inside the house to real life, promoting identification, discussion and engagement on the main digital platforms.
And there’s more! To complete her participation in ‘BBB 23′ with a golden key, Dove will host one of the parties, completing her performance at every moment of the brothers’ journey.
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