Crème de la Crème


Mindshare China

Unilever, Dove

Ugly Betty

Ugly Betty

Dove's 'Campaign for Real Beauty' struggled for years to make an impression on the Chinese consumer. In a land where people call it as they see it, 'real beauty' can be deemed unattractive. Enter Ugly Betty. By negotiating a branded content partnership with the Chinese version of this iconic show, Mindshare made Dove relevant. The problem may have been complex, but, ultimately, the media solution was a simple one.
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