A Unilever megabrand in the skincare market wanted to introduce an anti-perspirant/deodorant and redefine the critical category in line with the brand promise. Dove knew that a fresh, new audience would be critical to the success of their product and looked to capture both their current Personal Wash users and a younger demographic. The Campaign: The Dove campaign created a noticeable shift in the category, infusing it with a new sense of femininity. Dove's antiperspirant/deodorant offered women more than just efficacy - it introduced them to underarm skincare. Ogilvy paired emotional TV testimonial spots with a more direct print campaign. And making history, Dove became the first brand in the category to actually show a woman's underarms. Anti-aging promises associated with Dove soap were left out of the advertising, and the focus shifted to younger women, who were more concerned with having good skin - not growing older. Within 9 months, product awareness, trial and repeat usage surpassed all predictions. Dove quickly established itself as a leader and innovator in the category. Ogilvy's work targeted an important new audience and built upon the brand's core promise for better and more beautiful skin.