creative brief christie tiarmalia 1006694776
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Christie Tiarmalia 1006694776
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Client : Dove Brand : DoveDescription : Personal Care ProductsRequirement : Print Ad
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What’s the Product Background?Dove merupakan brand dengan berbagai
macam produk personal care yang bernaung di bawah perusahaan Unilever. Dove merupakan salah satu brand terbesar Unilever dan saat ini produk-produknya dijual di lebih dari 35 negara.
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What are the Brand’s Issues/Problems?Pemasaran Dove memiliki dilema tersendiri,
di satu sisi Dove merupakan brand dengan tingkat awareness yang tinggi di kalangan masyarakat dan dikenal sebagai produk yang bagus. Namun, disisi lain permasalahan muncul ketika konsumen baru melihat Dove sebagai “Mom’s products” dan memilih untuk tidak menggunakan Dove karena alasan tersebut.
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What must the Communication do to Solve the Brand’s Issues/Problems?Membentuk pandangan konsumen bahwa
Dove bukan merupakan “Mom’s Product” dan merupakan produk perawatan diri yang paling mengerti konsumen.
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Who are the Target Market?Primary: new consumers, 17-23 th,
menghindari stereotype, menyukai diri apa adanya, santai dan fresh
Secondary: loyal consumers, 24-26 th, atraktif dan mandiri
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What are the Insights? (Detailed & Clear)Perempuan mencari produk perawatan diri
yang dekat dan dapat memahami dirinya secara keseluruhan.
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What is the Brand Idea?Dove is love all about you
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What is the Proposition?Dove memberikan kenyamanan bagi
perempuan untuk bebas mengekspresikan diri tanpa ada perasaan “kurang” bagi diri sendiri
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What are the Tone & Manner?Love and care
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Are there any Considerations on Executions that Really Worth Knowing?Menjauhi stereotype, eksekusi yang
menekankan “kekurangan” dari konsumen
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