Dove Camping - Print & commercial advertising

Dove Brand Analysis

Evolution of the “Dove” Brand

1957 – Launched into the market

1970’s – Popularity increased as a milder soap 

1980’s – Started its global rule out

1990’s – “Litmus test” spots began in 1991- opened up to markets 55 countries by 1994- sold in 80 countries by 1996

1995 – 2001 – Extension of Dove’s rang in products

2002 – Campaign for real beauty

2005 – Self-Esteem campaign

Brand Identity

Features – Moisturising bars

Attributes – Exfoliate, unscented, calm

                   Also in different colours; white, Pink, Light Green.

Benefits – Milder effects on the skin

                Reliable for daily use for the long run

Performance – high levels of satisfaction for users with dry skin.

Brand Personality

Femininity & Mildness

·         The name of the brand, the logo of the brand, even the taglines as well as the product themselves, everything about them is just simple and feminine

Self-accepted and confidence

·         Highlights the commitment to breaking down stereotypes and enabling women to celebrate real inner beauty and beauty at every age.

Dove Logo

“Dove’s” Logo is a perfect representation of

·         Softness

·         Gentleness

·         Sophistication  

On the Dove logo the image or the piece pigeon symbolizes the purity and softness of a dove in its products. In honour and memory of its original use; serve the navy.

Dove’s Tagline

The tagline changed from “one-quarter cleansing cream” to “one-quarter moisturizing cream”

The tagline is also supported by the reinforced advertising campaign which show moisturizing milk being poured into the bar.

Brand connect with intended customer

It’s not soap. It’s a beauty bar. This is one of the USP as it differentiated it from normal soaps. Though its ad campaign, it made its users feel pampered.

Though Dove’s real beauty campaign, it was able to connect with women on an unparalleled scale.

Strengths, Weaknesses, Opportunities, Threats

Strengths

·         Unconventional strategy

·         Effective advertising, Free publicity

·         Continuously evolving the campaign

·         Strong emotional touch

·         Cross-selling possibilities

Weaknesses

·         Contradictory in nature

·         Objectification of women

Opportunities

·         Target male customers

·         Maintain better standard of quality

·         Unified advertising throughout the globe

·         Continuous innovation

Threats

·         Risk of being a brand for “fat girls” or “old ladies”

·         Copy by the competitors

·         Undermining the aspiration of consumers

Dove – Real Beauty

·         The Dove Campaign for Real Beauty is a worldwide marketing campaign.

·         It was launched in 2004.

·         Includes advertisements, video, workshops, sleepover events and even the publication of a book and the production of a play.

·         The concept of the campaign is to celebrate the natural beauty embodied by all women and inspire them to have the confidence to be comfortable with themselves.

·         Dove's partners include Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada).

·         The campaign featured women of different shapes and sizes.

·         The campaign was shot by the British portrait/fashion photographer Rankin

·         Rankin has made a career out of fashion photography and has also produced several books

·         Ogilvy's London office chose Rankin because he brings out the character and personality of his subjects and he likes working with non-professional models. Dove wanted to celebrate women by using a photographer who also shoots supermodels, giving them the same star treatment. Rankin shot the follow-up campaign for Dove as well.