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Advertising Strategy - Dove Brand Products

Dove also ensures that its advertisements are not only attractive and impressive, it has to be unique and relatable to its target audience. This combination gives positive results in terms of consumer recall and recognition which will possibly lead to sales, brand loyalty and competitive advantage.
             Analysis of Dove's Current Advertising .
             Based on the findings of a major global study in 2003/2004, Dove discovered that only 2% of women around the world would describe themselves as beautiful. The study also proved the hypothesis that the meaning of beauty had become increasingly limiting and unattainable. In 2004, Dove embarked on a marketing effort with advertising and marketing powerhouse Ogilvy & Mather, resulting in the "Campaign For Real Beauty" employing various communication channels. The objectives was "to create a world where beauty is a source of confidence and not anxiety.".
             In 2004, the initial advertisements displayed women whose appearances were outside the stereotypical norms of beauty such as women who were oversized or wrinkled; and were featured on billboards and magazine. In 2005, it kicked off the second phase of the campaign, featuring advertisements of six "real" women. This phase was created to debunk the stereotype that only thin was beautiful. .
             The success of the campaign was seen through the drive of thousands of women to "campaignforrealbeauty.com" to discuss beauty issues. The website provides information about the Dove; the brand, products and the Real Beauty concept, as well as tools to attract consumers and enabling them to interact with the company. Dove has capitalised on the increase in overall attitude towards web advertising. This increase is a key variable in Dove's campaign. It has been able to and continues to reach out to its target market through the use online advertisements, supported by the the virility of social media.


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