Whenever we explained Dove's new brand positioning to anyone, they always said, 'Oh what a great idea.' However, we couldn't seem to develop any creative work that did the new positioning justice. We'd been through months of creative development and research and had nothing to show for it. A bit of self-doubt was creeping in. Maybe it's a great positioning in theory but not in practice? Maybe, the inner voices whispered, the positioning isn't right.
Six months later all doubts had been dispelled. We were the proud creators of a much talked-about and much loved campaign.
This article describes that journey from doubt to celebration. It's a story of two halves. The first half will tell the story of how the positioning was developed. The second will tell the rather more tortuous, warts-and-all story of how we eventually managed to turn the positioning into compelling creative work.
DEVELOPING THE BRAND POSITIONING
Unilever launched Dove in the US in 1957 as a bar of soap. Over the next 40-odd years it grew by launching into other...
Members only
Not a member yet?
Want to read more of this article and others? Become a member today.
Already a member?
Sign in with your membership details to continue reading this article.