Chicken Skin

To increase share of the competitive whitening deo category in Thailand, Dove Deodorant asked us to create a campaign that would shake up the market.

After some research we discovered that Thai women tend to pluck their underarms which leaves skin with a dimpled effect they call ‘chicken skin’. Despite its popularity, this compelling issue was completely unaddressed.

Our 'chicken skin' story invited Thai women to say goodbye to their chicken skin with a challenge to use Dove Whitening Deo over seven days (yes, as far as we know, it's the first Dove ad to feature live poultry).