PiNG! Connecting with Your Consumer - Flipbook - Page 133
PiNG!
PiNG!
CHAPTER 5
CHAPTER 5
Dove: From Simple Cleansing Bar to Beauty Care
Moisture:
A Platform for a
Premiere Master Brand
Does your primary
ingredient have an
Mastering a singular message. Dove has
been around for 100 years. Traditionally it was a
beauty bar soap whose primary benefit was that it
was “one-quarter moisturizing cream.” Dove owns
the positioning of moisture, and it has created
one of beauty care’s best “Master Brands.”
Dove’s primary benefit is applicable to many categories. It is a powerhouse within personal cleansing, but it has also extended its brand reach into
other categories: deodorant, hair care, skin care,
and facial care. Dove’s message as a master brand
changes only slightly depending on the category.
In hair care, for example, the message is about
moisture, which corresponds to Dove’s heritage of
one-quarter moisturizing cream.
Dove has a consistent look around the world. Its
logo is distinctive, as is its dove icon. Dove’s packages reflect elements of the original bar soap on a
global basis, and the shape of its current products
is reminiscent of the original, distinctive soap bar.
Dove may PiNG consumers on tradition, quality,
and efficacy, but it always focuses on its core
benefit of moisture.
easily understandable benefit that works
across categories?
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