Dove "Dare to be Truly You"
9 in 10 kids are exposed to toxic beauty content online.
4 in 5 girls want to talk about it, but don't know how.
To grow Dove beyond body wash at Walmart, we turned a childhood game into a confidence-building platform.
"Dare to Be Truly You" reimagined Truth or Dare as a tool for real conversations between moms and daughters.
Unilever
Art Director
JetFuel
Jon Britt, Madison Moats, Claire O'Malley
Where we activated
In-store, endcaps and printable kits encouraged basket-building across deodorant, hair care, and cleansing. Online, a TikTok filter let families play together by simply tilting their heads to select a truth or dare — swapping pressure for positivity.
1,000 Walmart families hosted at-home “confidence parties,” while an immersive parking lot event transformed a routine shopping trip into a powerful moment of affirmation.
By slowing down and listening
to real shopper truths, we created something
that sparked real change.
01. Stronger Conversations
79% of participants said the program effectivelyraised awareness around self-esteem and body confidence.
02. Multi-Category Growth
Deodorant grew +10% and hair care+9% vs. prior year, helping expand
Dove beyond its body wash stronghold.
03. Basket Expansion
Multi-category shoppers increased by 7.3%,proving that confidence-driven storytelling can
drive measurable retail performance.
