In 1955, the now legendary Ogilvy and Mather advertising firm began their campaign with Dove. "One-quarter cleansing cream" is, to this day, a corporate tag-line for Dove. The company was profitable in its very first year, an extreme rarity in personal-care products. Ogilvy and Mather stress their ad campaign and the Dove tag-line they created as being responsible for such success.
Dove's ubiquitous tagline was created when David Ogilvy, the dynamic mind behind Ogilvy and Mather asked the question "Well, may I know the formula?" When the good people at Dove explained the ingredients, Mr. Ogilvy found out that the soap he was hired to advertise was only three-fourths soap. One-fourth of Dove soap was a compound with the generic name of "cleansing cream".
Mr. Ogilvy saw this as a major differentiator and helped create a brand that became a household name. His trademark pursuit of an exceptional story to tell for his clients, created an approach that was always on the look for that "certain something". An angle, a BIG idea, an exceptional message. Mr. Ogilvy doggedly pursued a way to truly set not only his clients product, but also the very advertisement, apart from the norm.
To quote Mr. Ogilvy "Only first class business, and that in a first class way."
To learn more about David Ogilvy visit http://www.ogilvy.com/About/Our-History/David-Ogilvy-Bio.aspx ......or just check back here. I'll be talking more about Mr. Ogilvy in the near future.
Dove's ubiquitous tagline was created when David Ogilvy, the dynamic mind behind Ogilvy and Mather asked the question "Well, may I know the formula?" When the good people at Dove explained the ingredients, Mr. Ogilvy found out that the soap he was hired to advertise was only three-fourths soap. One-fourth of Dove soap was a compound with the generic name of "cleansing cream".
Mr. Ogilvy saw this as a major differentiator and helped create a brand that became a household name. His trademark pursuit of an exceptional story to tell for his clients, created an approach that was always on the look for that "certain something". An angle, a BIG idea, an exceptional message. Mr. Ogilvy doggedly pursued a way to truly set not only his clients product, but also the very advertisement, apart from the norm.
To quote Mr. Ogilvy "Only first class business, and that in a first class way."
To learn more about David Ogilvy visit http://www.ogilvy.com/About/Our-History/David-Ogilvy-Bio.aspx ......or just check back here. I'll be talking more about Mr. Ogilvy in the near future.
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