How do we introduce a new shower product online – and at the same time give substance to the Dove brand?The strategy and creation is based on the understanding that women are inclined to have different shower products in the bathroom, which they use at different times. We have associated a mood with each Dove product. With this strategy it is essential that the differences between the various shower products clearly come to people’s attention – promoting the whole range in the campaign without focussing strongly on the varieties separately. You could test what mood you were in online. After first relaxing you concentrated on the colours: choose a colour and see what mood went with it and what the colours signify. There are sufficient tips to help you stay in your mood or change it, and there is always a Dove product to go with it. Send an e-card to all your friends so you can share your mood with them.