Dove advertising campaign

Résumé du document

In the modern days, media is everywhere. Communication is not only essential, it has become a necessity. Media includes the choice of advertising channels, for example, television, radio, newspaper, direct mail, and to be recognized, it is important to stand apart from the others. The creative advertising strategy is one of the best. Dove is one good example of creative strategy and marketing positioning. Lever Brothers wanted to introduce in 1957, a new product, a beauty bar instead of a common bar of soap. Even the name of Dove was picked to sound smooth and to let us think about a beauty bar and not about soap. Dove clearly target women, and everything in its package, shape, logo, and colors inspires feminism. From its marketing and communication strategy, Dove tried to convince women that it is better than a simple soap, due to the creative strategy. Through television and print advertising, Dove wants to pass the message that their products 'moisturize your skin' and demonstrate it by the pH test. Until today, Dove is a creative brand which insists on the importance of women in the cosmetic market. They constantly try to innovate to find solutions for the beauty feeling in women. In that way, we will study the Real Beauty campaign of Dove and their new and creative advertising campaign in order to understand its impact in the women market.

Extraits

[...] So we can ask ourselves, why selling a product out of reach that does not correspond to them? Cosmetic brands always respond that they wanted to put dreams and fantasy in the image of their products. Publicist has to consider that we have entered the 21st century and we actually saw thousands and thousands of those ads that describe their products as a piece of dream. Creative and innovative strategy is the new real strategy to adopt to catch the attention of potential consumers. [...]

[...] On one hand, Dove is making advertising to fight against advertising. It is a contentious from a beauty brand. But despite that, Dove still is the first and only beauty brand to laud natural beauty and no complex Dove self-esteem fund The Dove self-esteem fund had been created to help every young girl all over the world to overcome the pressure established by beauty top models and stereotypes. Dove did not want to see the next generation easily lost their self-confidence and self-deprecating. [...]

[...] The success of Dove was to struggle the society problem of appearance, and to get close to its consumers. The results: an excellent notoriety, exalted women that are no longer obliged to see top models in their ads, and sales multiplied by 3. Nevertheless, we can ask ourselves that what the limits of this campaign are. Above all, Dove is a brand that wants to sell product through its ads. And their ads are not only intended to provoke the ethical morality of the society. Maybe, is Dove incarcerate into the moralistic role by this campaign? 9. [...]

[...] This ad is representative of every beauty existing. Inspired by the success of this first advertising approach, the women who inspired and did the ad campaign made a poster of her own which was hung outside her office in UK (see the ad below). Dove's ground breaking European ad campaign celebrating the curves of the women had leaded to outstanding results for the brand. This launch in 36 different countries in Europe had made Dove the fastest growing brand. This campaign can be seen as a simple way to make reacting women thanks to an innovate concept to show real women rather than top models and thus catch market shares. [...]

[...] This ad is the logical continuation of its Real Beauty campaign. This ad shows pictures of naked senior women, full of joy and beauty. Those photos show their genuineness and their well-being. Ageing is a part of natural process and a part of personality Conclusion Dove had been awarded many times in the advertising industry thanks to its creative strategy. Their commitment for women was recognized in each campaign. Their campaign shows that effectiveness and genius go hand in hand. [...]