Creative brief for the Dove essentials ad

• This blog is about how the Dove essentials ad came into effect. The project that an advertising agency wanted to achieve for the Dove brand some years ago was to introduce a new version of Dove products, a line of beauty products called the Dove essentials products. The Dove essentials products, especially the hair products (shampoos and conditioner) and soaps, receive plenty of competition to other care brands, such as Pantene and Suave, and recieve better sales than Suave and Pantene because many females of the Asian, Caucasian, and Latino race love to use these kinds of products.


• The audience that the Dove essentials ad campaign is trying to target is mainly of the female gender, ages 15-55, of any race (especially Asian, African American and Caucasian). These people are very educated and have a college degree. They are employed, work hard and earn an income of at least $30,000 a year. These people are into looking and feeling beautiful, so they do not mind spending a little extra money on beauty products that are of superb quality.


• The objective of this ad campaign is that they want to convince the consumers that the Dove essential products are of good quality and want to change the consumer's perceptions that the Dove essentials are expensive when they are really not.


• The message that this campaign wants to send to its audience is that the Dove essentials products are of the best quality and that they will feel beautiful when they start using them.


• The median that this campaign will use to reach its audience are television commercials, OOT advertising, and magazine ads.