During the summer, Dove loses preference to other beauty brands that hold sunscreams as part of their portfolio, such as Nivea and O Boticario. Because of the halo effect in communication, those brands dominate the conversations during the summer period, affecting Dove's brand performance.

The brand conducted a research about the relationship of Brazilians with the summer alongside institute IDEIA that showed 42% of fat people in Brazil had simply stopped going to the beach because they didn't feel welcome. Realizing fat people are 57% of the Brazilian population, and thus a very important demographic for the brand, Dove decided to tackle this audience.

Dove was also kicking off its new positioning, "let's change beauty", so we needed to come up with something that could actually change the structure for beauty standards while winning the conversations about beauty during the summer.

"Sometimes the obvious is the real ground-breaking", as one of the journalists wrote about the chair. The chairs were borrowed more than 3000 times during the activation period on Dove's beach kiosks. Besides, 82 stories were written in the press about the chair which helped us reach 60 million organic unique impacts. After the activation, we distributed the Dove chairs to more than 100 kiosks around Brazil, which will generate brand impact outdoors in the beaches forever.

Due to the interest of other manufacturers in the chair engineering, we decided to make the design and production assets an open source file, available online for any manufacturer wanting to produce it for sale, which is already happening. Dove brand mentions index increased +312%, the first time it happens during the summertime in years.

Brazilian beaches are public places and the majority of the population rents beach chairs locally in kiosks when visiting the seaside, because our sand strips are unbearably hot. The "standard" (and only) chair available at all kiosks in Brazil looks more like an infant chair, because it was structured only for thin people. After months of product development, Dove went beyond its business in the beauty market and launched the biggest, widest, and sturdiest beach chair that ever existed. But we didn't sell it. We've made the chairs available to borrow for free in the busiest beaches in Brazil, in Rio de Janeiro and then distributed all the 3,000 Dove chairs to kiosks all over Brazil.

Brazilian beaches are public places and the majority of the population rents beach chairs locally in kiosks when visiting the seaside, because our sand strips are unbearably hot. The "standard" (and only) chair available at all kiosks in Brazil looks more like an infant chair, because it was structured only for thin people. There aren't any options available for fat people at any kiosks in Brazil. The biggest chair available to buy online from manufacturers is almost half of the size the chair developed by Dove.