Dove turned up the heat in Cape Town with its vibrant #HandsUpSummer campaign, an exciting initiative designed to showcase the power and performance of its deodorant range. With the aim of making a bold splash in the city, Dove teamed up with a group of dynamic influencer brand partners and enthusiastic competition winners, all ready to put the brand’s promise to the test. The campaign saw participants stepping out and staying active, from a boat cruise to quad biking and driving vintage cars, all while experiencing Dove's latest antiperspirant formulas in real-world, high-energy conditions.
At the heart of the campaign was a simple but powerful message: feel free to raise your arms with confidence, no matter the activity. As Dove’s Marketing Experiential Lead, Genevieve Fynn, put it: "The Dove Go Fresh #HandsUpSummer trip was an incredible experience that truly brought our brand values to life. We wanted to create a moment that showcased our products efficacy in a fun and creative way. It was inspiring to see so many people embrace their authenticity and celebrate individuality through this experience.”
“The #HandsUpSummer experience helped us build meaningful connections and reinforced the power of creating spaces where people feel confident and free. This trip wasn’t just about chasing Summer, it was about empowering everyone to raise their hands and embrace who they are, with the support of the Dove Go Fresh range of deodorants and roll-ons,” she added.
Joining the festivities were some of Dove’s influencer brand partners, an exciting blend of content creators across travel, beauty, fashion, lifestyle, and dance. The star-studded list included Azola Mona, Paula Bee, Valencia Naidoo, Thobeka Mthembu, Amahle Jaxa, ChanleyWong Kelly Kikx, Zoliswa Mbadu, Botlhale Boikanyo, Dominique Bullock, Thando "ModernZulu Mom", and Murangi Mugivhisa.
A Grand Invitation Sets the Tone
As part of the campaign, Dove launched a nation-wide competition that gave three lucky winners the chance to experience the #HandsUpSummer Experience first-hand. Each winner received a double ticket to the exclusive Cape Town experience, allowing them to bring along a friend, partner, or family member to join in on the fun.
The excitement began before the trip even started. Each influencer received a luxurious doorstep invitation from Julep Flowers, packaged with fresh blooms, a JBL speaker with the Dove #HandsUpSummer playlist, and the stars of the campaign – the Dove Go Fresh anti-perspirant body spray and roll on in Cucumber & Green Tea and Grapefruit & Lemongrass scents.
Touchdown in Cape Town: The Fun Begins
Arriving in Cape Town early Friday morning, the Dove team, influencer brand partners, and three competition winners – with their loved ones – kicked off the trip with an afternoon boat cruise at the V&A Waterfront. With crystal-clear skies and Cape Town’s signature breeze, the guests enjoyed delicious refreshments and delicious bites while taking in the breathtaking ocean views.
"We were welcomed with so much care and love, my mom loved how the internal team took care of her and how everyone made her feel comfortable and special,” said one of the competition winners, Maphefo Mashego.
Dove Go Fresh empowers women to embrace every moment with confidence, arms raised high. With refreshing scents like Cucumber & Green Tea and Grapefruit & Lemongrass, Dove Go Fresh offers 48-hour protection against sweat and odour, while nourishing underarm skin with its signature ¼ moisturising cream.
Formulated to keep you feeling fresh regardless of how active you are, the participants made good use of them throughout the experience.
After the cruise, the group checked into the luxurious 5-star Pepperclub Hotel, located in the heart of Cape Town’s city centre. Following a quick outfit change, they were off to Atlantis Dunes for quad biking; an adrenaline-pumping activity filled with excitement, adventure, and just the right level of nerves. If anyone was hesitant, it didn’t show, as the ladies confidently raced across the sand dunes, making memories of a lifetime.
Back at the hotel, a personalised Dove surprise awaited each guest: a custom Dove sleepwear set embroidered with their name, along with Dove go fresh anti-perspirant body spray and roll on, a cooling fan, and other thoughtful goodies.
The jam-packed day concluded with a stunning Dove-themed dinner at the Grand Pavilion Restaurant, where the ladies dazzled in elegant evening outfits, set against chic green and orange décor.
Miss Paula Bee, one of the influencers, shared her go-to for the day: "I chose the Dove Go Fresh to keep me fresh and free without having to re-spray, because it protects for up to 48hours.”
A Saturday of Adventure & Glamour
Day Two was filled with even more #HandsUpSummer fun, starting with beach kayaking, followed by a full-body workout and a scenic outdoor adventure all rolled into one action-packed experience. Though it might have seemed daunting, the influencers eagerly took to the water, paddling across Cape Town’s stunning coastline.
Next came a drive in vintage Shelby Cobra cars along the iconic Chapman’s Peak – a scene that could have been straight out of a 60s movie – leading to a luxurious picnic at Cape Point Vineyards. Another winner, Kamogelo, shared her experience of the trip: "The highlight of my whole #HandsUpSummer experience has got to be the Cobra Drive along Chapmans Peak. The views of the mountain and the sea was breathtaking - nothing could ever compare to that.”
Upon arrival at Cape Point, the group indulged in gourmet delicacies and refreshing drinks while soaking in the picturesque vineyard views.
The evening reached new heights with an exclusive Rooftop Party at the Gorgeous George Hotel, the perfect place to reflect on the unforgettable trip. Anele Nzimande, Unilever’s Head of PR in Beauty Well-being and Personal Care in Southern Africa, shared her insights at the beginning of the evening about the brand’s vision for the future. She emphasised Dove’s commitment to developing products that cater to diverse needs.
But after the formalities, the dance floor came alive, proving why South Africa’s top dance influencers are so beloved.
A Perfect Farewell to Summer
To close out the #HandsUpSummer experience, the ladies gathered for a final brunch at The Lawns in Camps Bay, enjoying delicious food, breathtaking views, and heart felt conversations. Reflecting on the overall experience, Modern Zulu Mom said: "Beyond this trip, the Go Fresh campaign has been a reminder to chase joy, embrace movement, and live life on my own terms."
More than just a trip, this experience was a true test of the Dove Go Fresh range of deodorants and roll-ons, proving their ability to keep up with every adventure. From high-energy activities like beach kayaking, full-body workouts, and scenic hikes to evening celebrations, the ladies stayed fresh and confident throughout. With 48-hour protection and a nourishing formula, Dove Go Fresh kept them feeling clean and comfortable, all while wrapped in the refreshing scents of Cucumber & Green Tea and Grapefruit & Lemongrass.
As summer draws to a close, one thing is certain, Dove just redefined the season, and we can’t wait to see what they bring next.
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