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.
[...] Aim of the campaign The first ad campaign using this creative direction was launched in London on March 29th and featured a curvaceous woman in white underwear, advertising Dove Firming Lotion. This ad and the ads that followed caused the sales of the lotion to increase by 700 percent in the UK. Not one of the women in the ads was a professional model. They were found on the streets and through ads in Time Out magazine looking for “positive women who enjoy their curves”. [...]
[...] Dove projects (objectives) Although Dove has focused on expanding its range of products into new sectors, the brand has not forgotten that consumers' attitudes towards a brand are based on more than just its products. The latest developments at Lever Faberge are aimed at establishing Dove as an iconic beauty brand that offers a different point of view, and attitude on beauty. Currently most beauty brands talk about transformation and use images of models, which everyday women find unrealistic and unobtainable. [...]
[...] Dove agrees and in the same way, their marketers believed that real beauty comes in many shapes, sizes and ages. That is why Dove is launching the Cam IV Dove's Real beauty campaign through a SOSTAC analysis a. Dove Market (situation) The UK toiletries market, which is worth a huge 3.2 billion, is extremely competitive. Within this market Dove has the strongest market growth of any brand with compared to + growth in the toiletries market as a whole, making it the fourth largest toiletries brand. [...]
[...] Internationally, Dove is now a US$ 2.5 billion brand, the flagship of Unilever's personal care portfolio, and the world's number one cleansing brand, but its origins were rather different. Dove was first launched in the US in the 1950s when it was developed to treat burns victims from the war. Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry and sensitive skin than other leading soaps. In fact half the women of the world have dry skin. [...]
[...] Dove is really ambitious and believes that it has a good marketing communication. For Mirja Kloss, the European brand manager, the campaign is fresh and daring, as it depicts real women using the brand without airbrushing or altering the images. It inspires women to take care of themselves. 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. [...]
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