Yes, this ad belongs to Dove, a brand that just not delivers beauty but also breaks the stereotype. I always have a piece of belongingness for this brand. Dove started Its venture in 1957. Dove never fails to amaze us. If you ever have seen the ads carefully, it never had promoted fairness! It was always developing self-love. Wait, do you want to know how?
Dove is home to all women to realize their hidden potential for beauty by engaging and developing a need for products that deliver superior care.
Let’s look at this print ad. This my all-time favorite!
Darling, I’m having the most extraordinary experience...
I’m head over heels in DOVE!
No, darling—DOVE. D—like in delicious.
I told you, sweet. I’m in the tub. Taking a bath. A DOVE bath—my very first.
And what a positively gorgeous time I’m having! It’s just as if I’d never really bathed before!
No, dear, it isn’t a soap. Soap was never like this! So wickedly creamy. That man on TV said that DOVE is one-quarter cleansing cream—that it creams my skin while I bathe—and now I really believe him. Why DOVE even smells creamy. Such a lovely, lush, expensive smell!
Remember “The Great Ziegfeld,” dear? How Anna Held bathed in milk? And Cleopatra—one a hundred mares or something milked every day for her bath?
Well, darling, I’m all over cream. Just imagine, cream tip to toe. Arms. Legs. All of me!
And clean! Simply smothered in suds. Oodles of suds! Oceans of. I don’t know what I ever did to deserve DOVE!
And you know how soap leaves your skin so dry? That nasty stretched feeling? Well, DOVE
makes me feel all velvet and silk, all soft and smooth. Just the most pampered, most spoiled,
girliest girl in the world.
Darling, I’m purring.
And did I tell you DOVE is sort of me-shaped? That it’s curved to fit my hand, so it doesn’t keep slithering away in the tub? Soap is soap, but a bath with DOVE is heaven!
And just think, darling—tomorrow night, I can do it again.
I will tell you the beauty of the ad. It is a kind of rule in the advertisement to have no rule. The ad has a lady looking excited and talking on the phone explaining her Darling about the sensational experience she is having. The copy of the ad has taken all the attention, isn't it?
Why Darling is used in the header? Why not any other word?
A psychologist flashed hundreds of words on a screen and used an electric gadget to measure emotional reactions. High marks went to darling. And hence the brand opted for the word Darling.
I am a big-time foody and I prefer relating ads with some food items, and I will explain the ad similarly. :P
Now read the line D- Like in delicious. When you say delicious, you say this with an expression where you have closed your eyes, the taste of the food conquering all your taste buds and every bit of food once reaches out to your stomach, the stomach sends stimuli to the brain, conveying a sense of satisfaction. Am I right?
Dove wanted to create the same experience for the skin.
Can you too imagine the cream you have in the cone of your favorite ice-cream when she says, 'wickedly creamy'?
It creams my skin, yeah? Doesn't our skin deserve to get pampered with the nourishment of the cream that promises care to the skin?
She says most pampered, most spoiled, grisliest girl. Let me explain the hidden emotions behind this.
When you say pampered and spoiled together, the first thing that crosses the mind is the caretaker bringing the best for the princess right?
Bang on. Dove is treating all the ladies out there like a princess and bringing the best for their skin which will not only bring velvety touch but will also polish their confidence and love towards themselves.
Absolutely, we all deserve this sense of experience.
Finally, the message lies when she says Dove cleans, leaves velvety touch on your skin making it soft and glowing. She tells that the shape of the dove bar is designed keeping in mind that the bar will not slip during taking bath and applying it on your lovely body.
Now again read the whole copy and let me know in the comment section below, can you connect to why I love this ad so much?
The key takeaway from the ad:
Being a marketer before entering any sort of branding, we make sure that we have done our homework right. We always think about the pathway as to how we want to position this product in the eyes of the viewer. And guess what, Dove has done the same. They could have positioned it as the bar for men with dirty hands, but they understood the emotion behind '¼ moisturizing cream' and rolled the game to position it as the bar that creams your skin. It positioned itself with a frame always centered on women because they know the game of brand advocacy. Women have the patience and interest to go through a deep detailed process of researching the best choice, that most of the males consider useless. And once they know that your brand has served all her need, want, and even has given a lot of attention, she is all loyal to your brand. Not only that, once a woman falls in love with your brand, they will pitch another similar customer for your brand, and that too for free :D. Believe me, hardly matters, are they on Instagram or not, they are the real-time influencers.
Dove is way too smarter than you can think. Dove never used any airbrushed model or a celebrity as the spokesperson. Do you know, why? Dove's major innovation was to use ads that featured real women for real beauty and that is why Dove is still ruling the beauty bar game for the last 50 years.
And while the Dove white bar has not changed in 60 years, the company’s approach to advertising has morphed over time.
Grasp on about the origin of Dove!
Dove started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. With its patented blend of mild cleansers and ¼ moisturizing cream, Dove's iconic Beauty Bar rinses cleaner than soap, leaving skin clean, soft, and smooth. It is the #1 Dermatologist Recommended brand in the US, Canada, and France and strongly endorsed by Dermatologists across the world.
Dove's heritage is based on moisturization – proof does not promise grew Dove from a Beauty Bar into one of the world's most beloved beauty brands. Today Dove offers a range of products: body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners, and hair styling products, all developed on the universal premise of real care.
Some facts about Dove’s evolution, we bet you do not know
⮚ It started in the patriarchal era
⮚ The focused tagline during its launch ‘Suddenly soap is old-fashioned!’ and ‘Dove creams your skin while you wash’
⮚ Dove ad was one of the advertising taboos breakers in the ear of 1967-1977 when a woman started entering the professional role
⮚ The now-famous 'Litmus test' spots began in 1991, taking the brand one step beyond the dermatology ads of 1979 by offering visual, scientific proof of Dove's superiority.
⮚ The mind behind the marketing of this baby of Unilever is none other than Ogilvy.
Here, I am again telling anotherappealingfact about Dove (Oh my god, I cannot stop admiring Dove). Dove has never drafted a standard definition of beauty, it has always welcomed beauty in different shapes, sizes, and colors. Do you recall the beauty sketch campaign of a dove? Yes, the one with 8.6 million views. If you have not seen this yet. Look at the video hangingbelow.
Now that you have seen the video, I would love to explain what Dove was trying to do. Although we fall into the pattern of what society defines beauty as we do have our own definition of beauty and that is what dove always tried to portray.
The campaign had Caucasian, African, American, Asian women and an FBI forensic artist named Gil Zamora who is sketching these women as per their own description about themselves. You remember asking him questions like, “Tell me about your chin,” to which these women depressingly reply, “It kind of protrudes a little bit, especially when I smile,” or “My mom told me I had a big jaw.”
Now the same artist draws the same women as per the stranger’s description. The resulting sketches—the ones based on strangers’ descriptions—are ultimately more attractive and look more like their subjects than the ones based on self-description. And hence Dove concluded that women are too critical of themselves.
According to statistics, back in 2013, only 4% of women feel good about themselves across the globe. Dove then decided to do something that would move the other 96%. From the very beginning, dove tried to look for an idea that could prove they are wrong about their self-image. And this campaign “Real Beauty Sketches” really stood out.
So, were you able to figure out the hidden message?
The hidden message is “YOU are more beautiful than you think!”