The Semiotic Alliance

Dove Deodorant

Dove Deo faced a real conundrum. Dove’s brand essence – moisture – clashed with the basic thing any deodorant is meant to do: keep you dry. How could it be dry and moist at the same time?

After struggling with this tension, the brand asked us to apply our conceptual thinking powers to the challenge.

Our approach was to find a ‘between’ space – neither the total dryness promised by anti-perspirants, nor the rich moisture provided by other Dove products.

We found inspiration in the feminine image of the petal: fresh and cool (not hot and sweaty), but still delicately moist. The shape of the petal even recalled the curve of the armpit. It was a natural symbolic fit.

The image became Petal Fresh – a central metaphor in Dove Deo’s symbolic language.

About us

The Semiotic Alliance Ltd. is a unique consultancy offering analysis and inspiration for brand marketing and development.


The Semiotic Alliance Ltd. 
172 Court Lane
London SE21 7ED
United Kingdom
Phone +44 (0)20 8693 1413
Facsimile +44 (0)20 8693 1584