Chicken Skin

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

After research, we discovered that Thai women tend to pluck their underarms, leaving skin with a dimpled effect they call chicken skin.

Our chicken skin story invited Thai women to say goodbye to chicken skin with a challenge to use Dove Whitening Deo over seven days.