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Dove strikes again

Most brands in the bodywash aisle have pretty basic values: "we make you sexy, smooth, etc." or "we're cheaper than that one" or "we're more expensive than that one"...  And that sums up the category pretty well.  But lately, Dove has decided to care about something else - a woman's self image.  Whether they believe it or not (and I think they do), their communications of late have been charged with a message that has effected packaging, innovation, and advertising.  Amazing what a little brand strategy can do for a decades-old brand that was until a few years ago... boring. 

Posted on Friday, October 20, 2006 by Registered CommenterStacey | Comments8 Comments | References59 References

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Reader Comments (8)

Aaron,
I also love the emotional platform Dove has carved out on "Real Beauty". even more impressive than the advertising is the 3-minute brand worship by Oprah on her TV show!

However, before this "Campaign for real Beauty" started 2-3 years ago, the brand was hardly boring! It had already grown from $300million to $2billion in sales, on the back of smart product innovation, extesion and geographic expansion.

Dove has the credibility to take this emotional high-ground ("Sizzle") as it has a great product ("Sausage"!): real, simple, pure and based on 1/4 moisturising cream.

The Dove brand team themselves sum this up perfectly: they market "products wrapped in Dove beauty theory"

October 21, 2006 | Unregistered CommenterDavid Taylor (from Where's the Sausage
Inspired me to write a post, just posted it on wheresthesausage.com, so thanks. Having talked to the Dove brand team yesterday, this was made a for YouTube ad, which makes it all the more interesting?
November 1, 2006 | Unregistered CommenterDavid Taylor (from Where's the Sausage
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