Dove Fights Plastic Waste

Dove Fights Plastic Waste, MullenLowe salt / Dove
Dove challenged us to drive awareness of and inspire advocacy for their industry-leading sustainability commitments and actions to tackle plastic waste amongst global consumers.

They wanted to go further than their existing commitment to make all plastic packaging fully reusable, recyclable or compostable by 2025: they wanted to be one of the beauty brands making the biggest global impact against plastic waste.

As experts in impactful sustainability and purpose-led communications, they came to us to make it happen.

We developed a phased approach to bring to life Dove’s activist credentials:
1)Soft launch – To secure early endorsement, we curated an immersive brand experience for social influencers from more than 33 markets around the world and media, partnering with sustainability experts to contextualise the issues and present Dove’s newest innovations and solutions
2)Global launch & amplification – We developed the launch strategy and toolkit to support the global announcement of Dove’s actions and commitments, including thought-provoking written and interactive visual content to establish Dove’s leadership, creating strong assets for consumer engagement. We then provided guidance and inspiration for in-market amplification, to boost results.

The campaign was a huge success. The announcement of Dove’s actions secured 487 pieces of coverage in 12 markets around the world, generated 80% positive sentiment in all media coverage and achieved a record breaking 97% headline brand mentions.