Abstract
In the modern days, media is everywhere. Communication is not only essential, it has become a necessity. Media includes the choice of advertising channels, for example, television, radio, newspaper, direct mail, and to be recognized, it is important to stand apart from the others. The creative advertising strategy is one of the best. Dove is one good example of creative strategy and marketing positioning. Lever Brothers wanted to introduce in 1957, a new product, a beauty bar instead of a common bar of soap. Even the name of Dove was picked to sound smooth and to let us think about a beauty bar and not about soap. Dove clearly target women, and everything in its package, shape, logo, and colors inspires feminism. From its marketing and communication strategy, Dove tried to convince women that it is better than a simple soap, due to the creative strategy. Through television and print advertising, Dove wants to pass the message that their products 'moisturize your skin' and demonstrate it by the pH test. Until today, Dove is a creative brand which insists on the importance of women in the cosmetic market. They constantly try to innovate to find solutions for the beauty feeling in women. In that way, we will study the Real Beauty campaign of Dove and their new and creative advertising campaign in order to understand its impact in the women market.
