Ogilvy positioned Dove as a toilet bar for women with dry skin, not a detergent bar for men with dirty hands.
Ogilvy positioned Dove as a toilet bar for women with dry skin. One specific customer and one specific benefit, repeated in every ad.
Ogilvy: “This is still working 25 years later.” Picking the right customer was the whole campaign.
Clean play. Pick one customer and one benefit, then say it every time. A Classic Play for Rules 2 and 3.
Ogilvy positioned Dove as a toilet bar for women with dry skin: one specific customer and one benefit, repeated in every ad.
Not a detergent bar for men with dirty hands. Picking the right customer was the whole campaign, and Ogilvy said it was still working 25 years later.
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