Dove

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 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 cleansing cream being poured into the oval-shaped bar. dove has maintained its positioning and creative strategy since its introduction.

Nowadays dove still going on with this way of thinking and tries to find a better solution in woman beauty felling. In that way we will see a brief story of the brand then the beginning of Real Beauty campaign. We will focus more precisely on its new one and in a last part we will try to explain this campaign through a SOSTAC plan.