From the Evidently case study:

For the Dove Body Wash re-launch in Japan we were asked to help explain the science behind Dove’s NutriumMoisture technology to consumers. We had real women tell the story for us, using something so ingrained in Japanese culture anyone could do it: A ‘haiku’. This traditional pastime allowed us to explain NutriumMoisture with a flourish of poetry, simultaneously helping to shift the perception of Dove as ‘cold’ and ‘foreign’.