Abstract
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.
