Dove does it differently

Dove adapted a strategy usually reserved for high gloss magazines, to make a high impact in newspapers.

Dove Is DifferentThis double page spread on pages 2 and 3 of the newspaper (known as the ‘inside front cover’ position in magazines) presented the credentials of the product, in a simple but compelling style.

We often see this category position their newspaper ads in the beauty and health editorial sections or the newspaper inserted magazines which are considered to be more targeted at women. However by choosing the early general news pages of the Sunday newspaper, Dove is expanding their reach with a message relevant beyond women.

It’s a big play in newspapers, which differentiates Dove from their competitors.

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