Dove Deodorant commercial: message analysis

Dove Deodorant spot an, the second opinion of Factory Communication

Today we want to analyze with you the recent Dove Deodorant commercial.

Literally it reads like this:

“90 percent of women who tried it would switch to Dove Deodorant. Like Alessia:

“My armpits, I want to show them to you. Softer, silkier. Completely dry. Very fresh!”

Would you switch to Dove?”

Initially we thought, “Well wow, 90% of women, even! And they would switch to Dove as well? Unbelievable!” But the enthusiasm was short-lived.

Well, if we think of any commercial, especially one aired at certain times of day, we will most likely not remember the colors, the faces of the sponsors, or the tiny clauses in the little corner at the bottom of the screen, which no one will ever read (and see). But the words we hear will remain in our heads.

Probably because we are driving, cooking, or just playing with our cell phones.

So, as a first impression we were saying, WOW remains in the lead. Simply because the numbers attract, and have always attracted.

But the mind wanders, the brain does not stop, and from WOW we move on to rationality, but more importantly to analysis of what we are told.

“90 percent of women who tried it would PASS at Dove.”

And the first question that arises is:

“These women would move on to Dove…BUT…?”

Using the conditional, necessarily implies a condition (we solemnly swear that this is all the fault of the Italian language, not ours). In fact it is used to indicate an event, as in this case, that would happen ONLY AND EXCLUSIVELY under a certain condition. And it is no accident that it is called Conditional.

And so, in this case, the condition is what?

“I would switch to Dove if it cost less”?
“I would switch to Dove, but I prefer Neutro Roberts?”
“I would switch to Dove, however, the fragrance is nothing special”?

It is very different to say “I have decided to switch to Dove,” or “I would switch to Dove.” Compared to a “I would switch to Dove.”

Either you choose Dove Deodorant, leaving the competitors alone, or you don’t.

So, back to that famous 90%.

The question that arises, is what is the actual sample on which the survey was conducted. More importantly, how many women actually chose Dove?

Evidently, the percentage of women who really preferred Dove to its competitors is lower than 90%. But of course we cannot confirm this. Neither can the Company, because its image would not benefit.

In itself, we can consider this commercial a self-destructive advertisement. In fact, with just one sentence, we have established doubts in the potential customer.

90% of women have tried the product, but why didn’t they make a final decision? Did she choose it, or not?

Listening to our customers. We learn from mistakes.

To improve ourselves, we need to understand our mistakes. To try to fix them, and especially not to repeat them. And the biggestmistake is precisely not listening to the customer.

The conditional sentence is clearly only a part, of a whole sentence. So why should the Company not report the exact words of the person who submitted to the study? Perhaps because the answer would be inconvenient for the corporate image…?

In the present case, we envision such a scene:

“Do you choose Dove or not?”

“Mah, I would switch to Dove, though…”

And off we go! In a rush to transcribe the result of the survey!

“Ladies and Gentlemen, the Miss would pass to Dove! Yay, yay!”

Here. Again, listening to the customer is critical.

Why did you choose Dove, or, why didn’t you?

Any answer might surprise us. And we may not even imagine all of them.

Attention to the customer, or potential customer, is crucial.

First, showing interest in solving problems shows commitment. Most importantly, we will make our desire to strongly want as a customer the person in front of us. Obviously, our Buyer Persona of choice.

Sometimes it takes very little to make our stakeholders feel like protagonists.

But let us remember that our goal will always be the same: to turn a “I would switch to Dove” into “I chose Dove.” AsInbound Marketing teaches us.

The Second Opinion of Factory Communication

Obviously, when it comes to certain aspects of form, storytelling, campaign execution, etc., a Marketing and Communications Strategy Agency, like us, has a rather critical eye.

Working with different clients every day, with different goals and values, we have developed a certain “habit,” in finding the hair in the egg. And of course we have our experience to thank.

One piece of advice we give to everyone who asks us for advice is to ask yourself a question.

“My message, how will it be received by my audience?”

The key question is whether the message I want to convey, and its meaning, actually reaches the people I want. Most importantly, that the concept is clear and does not establish doubt.

The Dove deodorant commercial, which we analyzed together, is a prime example.

Also because, I don’t think the company wanted to get a message across like, “Dove deodorant is an alternative I would consider if there were no other factors in the way.”

So before publishing an article, a post, or airing a TV commercial, always ask yourself, “Am I sure the audience will perceive exactly what I want to convey?”

Unintentionally creating self-destructive advertisements happens to even the largest companies.

We have already discussed this in the Integrated Marketing section.

So let’s deal with it.

All of us can make mistakes. Only those who do not do, do not make mistakes. All it takes is to fix it, and most importantly, to notice it in time.

If you need advice on this, please contact us. We at Factory Communication will be happy to offer you a Second Opinion On your Marketing and Communication Strategy.

And if we find a hair in your egg, arm yourself with tweezers, because you’ll have to pluck it out by the root!

A personal reflection on the new Dove Deodorant Spot.

“These women would move on to Dove…BUT…?”

Listening to our customers. We learn from mistakes.

The Second Opinion of Factory Communication

“My message, how will it be received by my audience?”

If you found this article interesting, please also read these: