Dove

Abstract

The purpose of this study is to analyze DOVE, under a social marketing perspective.

Since ever, this organization has been standing out by questioning typical social behaviours. DOVE pretends to fight against the common stereotype of the perfect women which lives in peoples minds.

By launching advertisements specially targeted to women, of all age groups, the brand has managed to impact both genres.

This kind of strategy has an high positive impact on society bringing potential consumers close to the brand which increases trust and loyalty between them; that means the brand achieves good sales results and also the consumers have good experiences when in touch with the brand.