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Goals and objectives
Background
For 60 years, Dove has been inspiring women to realise their personal potential for beauty by delivering products that provide unique care. Dove believes that beauty is for everyone and that it should be a source of self-confidence, not self-criticism − and the company has created prize-winning advertising concepts under this heading. This has given the Dove brand an outstanding lead in front of the competition in terms of emotional parameters.
Challenge
As the communication focus has historically been on the brand’s emotional attributes, the functional parameters have taken a back seat in consumer awareness. Therefore, Dove wanted to create a campaign that would raise awareness of its products’ characteristics and usability and of how they can help consumers cope with the minor challenges of everyday life. At the same time, the campaign aimed to maintain the strong emotional association binding consumers to the Dove brand and build a bridge from this to a purchase intent based on the products' function.