Dove Invisible Dry Deodorant were after market share in the Netherlands, especially from competitor products that competed with its 'no white marks' claim.
We needed to prove that Dove Deodorant performs better, not just on black and white clothes, but on any one of 100 colours. And on the most delicate items in your wardrobe.
So we asked women to choose a free piece of designer-wear. There was only one catch - you have to spray it all over with Dove before you can take it home. Real Women discovered that Dove is completely invisible on any colour. And we found out just how far women will go for free stuff.