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Baby Dove Launched A Personalized D2C Service For The Holidays

November 23, 2018: 12:00 AM EST


The new holiday season direct-to-consumer campaign from Baby Dove in Canada allows consumers to personalize the packaging via a microsite, ready for home delivery. It’s aimed at gifting for the holidays as well as birthdays and baby showers, and is part of a rollout that also covers the US and UK. Choosing a direct-to-consumer platform allows Dove to engage personally with consumers, gives it access to useful first-party data, and provides Dove with a space for piloting products.[Image Credit: © Unilever]
Sheila Shayon , "‘My Baby Dove’ Lets Parents Personalize Products", Brandchannel, November 23, 2018, © Brandchannel/Interbrand
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