Dove soap is softer on your hands because it is one quarter moisturizing liquid
Best product positioning and marketing slogan of all time.
Think about this elevator pitch. I think about it all the time.
In one line, you know the value proposition: Soap that is softer on your hands!
In one line, you know the differentiation: They are focused on being softer on your hands!
And, most importantly, they tell you the magic: BECAUSE IT IS ONE-QUARTER MOISTURIZING LIQUID.
Now every other soap that wants to get in the game has to deal with this question: does your soap contain moisturizing liquid? How much?
If you are a competitor, your answers can vary:
- Less than one-quarter: You are doomed
- More than one-quarter: Are you still technically soap? You are just playing Dove’s game now! This is 3.5 minute abs!
- We use something else: This is possible. But man, Dove uses moisturizing liquid!
So simple, so crystal clear, so easy to sell. You need to be like this.