Dove Pro -age

This is how I believe that Dove Pro age creative Brief Template was similar to.


Date: December 2006
Project: Beauty comes of Age
Project Champion: Real Beauty

Background:
Since 2004 and Dove has started a campaign for Real Beauty. This campaign strives to change global views of what beauty is. Dove wants every woman to feel beautiful in the skin she is in. The brands has committed to using real women of various shape, race and size rather than professional models in their advertising. The company has decides to launch the third phase of the Real Beauty campaign that highlight older women.

The Audience:
The primary Audience that the campaign is trying to focus on is women ages 50 to 64 that are confident in their bodies. They want society to change its views on the way they classify beauty. When addressing this audience avoid referring to stereotypically ideas beauty. Also avoid highlight aging as a negative process that should be changed. These consumers believe that they are gorgeous in their own skin and do not seek products that make them appear younger. A secondary audience is women ages 50 plus that are unsure if they are attractive after years of aging. These women are undecided if they want to conform to the images that society defines as beautiful.

Objectives:
The objective that we are trying to achieve is to create a new definition of what beauty truly. Also that aging is not a bad thing. The products should be positioned to promote the changes that come along with aging because older is beauty.
The Message:
If I could get on sentence through all the clutter it would say: That your wrinkles, age spots, grey hairs and all is what make you beautiful. I would prove this statement by creating ads that represent these real women. I would have real women in this ad campaign not models. Another major point that I should be communicated to this audience is that age and weight do not describe beauty.

The medium:
The best way to reach this audience is through television. Another great outlet to reach the target market is through print ads. These ads will be the third phase in Dove Real Beauty campaign. This piece will follow the same basic format that the previous two campaigns had. These ads will keep delivering the ideal that beauty exists at all ages, weights, race, and social class.

The deadline:
The deadline should be in time for the spring line up.