Do you want your business to grow faster?

We don’t wait for things to work out by chance. We build marketing on data, strong ideas and solid execution across every channel. If this sounds like the kind of approach you’re looking for, get in touch!

Martin Vymětal Sales Director

martin.vymetal@boomerang.agency +420 602 207 789

Other contacts

Projects

With Dove
we showed
that beauty is a feeling.

We took a global message and made it feel personal for Czech women.

Dove has long aimed to redefine beauty standards. It is a strong mission, but also quite abstract. For many Czech women, it did not feel close enough to their own everyday lives. So we used the full range of our PR tools to change that.

I’d like that too

We found influencers who truly
connected with the message.

Reconnecting with purpose

Dove had started to lose relevance  in the Czech and Slovak markets, especially among younger women. We helped the brand reconnect with what it stands for.

Authentic for Czech audiences

The concept Beauty Is a Feeling stays true to Dove’s global strategy, while opening up the themes of beauty, confidence and authenticity in a more personal and intimate way. It no longer felt like an imported message.

Well-chosen ambassadors

For the Czech market, we worked with Berenika Kohoutová. For Slovakia, we chose Ema Müller. Both are known for being natural, honest and comfortable without a filter.

We started with a strong event

The first campaign event drew more than  60 journalists and influencers to a Prague café. The discussion focused on beauty and the pressure created by media, fashion and everyday life.

Message meets product

The campaign drew attention, but it also gave us space to introduce product news that helps women feel good – and therefore feel beautiful.

Ongoing PR support

Alongside the main campaign, we also delivered a smaller Sweat Is Sexy activation, worked with Dove’s compliments research and connected the brand to the matcha trend.

The challenge

Everyone knows Dove, but fewer people seriously consider it when buying. One reason is that the brand purpose – Real Beauty – is broad and societal, while Dove’s products are much more personal.

How do you stay true to the brand purpose while making  the brand more relevant at the point of purchase?
How do you localise the communication so it feels close and understandable to Czech women?
How do you stand apart from competitors still suggesting that sweat is something to hide?

The solution

Dove needed a more personal layer of communication – one that would help women feel closer to the brand. So we started talking about beauty in a more intimate way: as your feeling.

We created the concept Beauty Is a Feeling, rooted in the global brand purpose but more relatable for Czech women.
We brought in ambassadors, engaged the media and created events that made the campaign feel tangible and close
We also gave journalists strong, concrete angles – from research on compliments to the message that sweat is sexy.