Cliff Maske


Work



Dove



The Ask 


For 20 years, Dove’s “Real Beauty” campaign has defined our brand. But now, the message feels repeated, competitors are pushing in fresh ways, and younger consumers may see us as predictable. 

We need you to diagnose the real problem: is it message fatigue, competitive differentiation,  or cultural evolution? Then show us how Dove can continue to lead in purpose-driven beauty while staying fresh and relevant. 

Problem

Young people already feel pressure from social media and peers to look their best, and the “Real Beauty” campaign hasn’t modernized to reflect the changing attitudes and media habits of Gen Z and Alpha.

Our Target

Tweens & Teens (12-17) who are beginning to explore body and personal care

Insight

Loving the way you look can start young and last a lifetime.



Strategy

Real Beauty starts with Dove.



Creative Solution

#bewhoYOUare