Dove

Résumé du document

Media not only encompasses the choice of advertising medium (television, radio, newspaper, outdoor, direct mail, etc.), but also the creative strategy. The creative strategy determines what you want to say, how you will say it, and who you want to say it to.
Dove Beauty is one example of positioning and creative strategy. In 1957, Lever Brothers made up their mind to position a new product as a beauty bar for dry complexions, rather than as a bar of soap for simple cleansing. The Dove marketing strategy reflects that position.

The name "Dove" was selected to sound like a beauty bar not soap. The oval shape is more feminine than the traditional rectangular solid bar. Dove is packaged in a box, like a cosmetic, rather than in a paper wrapper. It is clearly a product targeting women.
From that marketing strategy, came the creative strategy that would attempt to persuade women that Dove is better than soap. Dove's television and print advertising contrasted the effects of Dove and soap by showing women taking the "Dove Face Test". Their advertising promised that "Dove moisturizes your skin while you wash", and it supported that claim with a demonstration of a cleansing cream being poured into the oval-shaped bar. Dove has maintained its positioning and creative strategy since its introduction.

Nowadays Dove still continuing with this way of thinking and tries to find a better solution for women's beauty. In this document we will see a brief story of the brand since the beginning of Real Beauty campaign. We will focus specifically on its new campaign, and in the last part we will try to explain this campaign through a SOSTAC plan.

Extraits

[...] What about the advertising? A global advertising campaign, launching October 2004, question whether attributes, such as youth, slimness, and symmetrical features, are required for beauty or are completely irrelevant to it. Each ad presents an image of a woman whose appearance differs from stereotypical physical ideal”, and asks the reader/viewer to judge the woman's looks by checking off a box. Thus you can find five different ads where you can see: - “Wrinkled?, Wonderful?” features Irene Sinclair of London, England with a wrinkled face and asks: “Will society ever accept old can be beautiful?” - Gorgeous?” features Merlin Glozer of London, England with a natural mane of gray hair and asks: aren't women glad to be - “Oversized?, Outstanding?” features Tabatha Roman of New York, NY a plus-size woman and asks: “Does true beauty only squeezes into a size - “Half empty?, Half features Esther Poyer of London, England with small breasts and asks: “Does sexiness depend on how full your cups - “Flawed?, Flawless?” features Leah Sheehan of London, England with freckles and asks: “Does beauty mean looking like everyone c. [...]

[...] Promotional pressure is high, and the fight to stand out is tough. Dove's approach to marketing demonstrates innovative thinking, careful strategic planning and successful implementation. This campaign shows that excellence and effectiveness go hand in hand. [...]

[...] Since last September, the mark already proposed on its general public site the possibility of voting to express its point of view among all the models and also for Irene Sinclair. In each case, the positive votes very largely carry it. According to Irene Sinclair, she implied herself in this countryside to become the ambassadress of the old people and to show that they have much to give, that, it is not exceeded yet explained. The manufacturers of cosmetics used only young mannequins to illustrate their publicity, even for the products anti-age. [...]

[...] Dove tactic Dove's advertising has focused on the fact that it is a brand for real women. Its earlier TV adverts pioneered the use of real women giving testimonials about products that they had actually used. Thus the brand's very different point of view on beauty has produced a series of new adverts for its first campaign for real beauty in order to launch its Firming range that challenge beauty industry norms by using real women rather than models. Dove's new advertising campaign for its Firming range was a collaboration with celebrity photographer Rankin and was created with these strong views in mind. [...]

[...] She added: ads struck an emotional chord with consumers and the results underline its success.” III The new campaign for Real Beauty a. Case study Dove, as a global beauty brand and responsible marketer, wants to investigate these issues and understand women's views on beauty. The company tries to develop The Real Truth about Beauty thanks to a Global Report, which explores the relationship women have with beauty. In that way, Dove made a huge survey. The main aim was to determine how women define beauty; their level of satisfaction with their own beauty; and its impact on their sense of well-being. [...]