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DOVE Evolution of Brand
DOVE Evolution of Brand
DOVE Evolution of Brand
Case Study
Brand had grown by $1.2 billion. Much of the growth
was attributable to new personal care categories, and
exactly how much could be credited to The Campaign
for Real Beauty.
Wrinkled?
Wonderful?
44 and hot?
44 and not?
Flawed?
Flawless?
Evolution.
It showed the face of a young
woman as cosmetics, hair
styling and Photoshop editing
transformed it from plainness to
billboard glamour.
Grey?
Gorgeous?
Oversized?
Outstandin
g?
Hates her
freckles.
When youre using Dove Cream Oil Body Wash, take note of what you feel, smell, see
and hear:
Are you reminded of any pleasant experiences or interesting places?
Look up luxury in the dictionary. What does it mean? What could it mean?
Explore the world around you. What luxuries do you find in your world?
Media Planning
Public Relations
Generate broad awareness for the Campaign for Real Beauty
and establish an emotional connection with women
Brand Development:
Take responsibility for developing the idea
behind a brand, for innovation and for
evolving the idea into the future.
Brand building:
Charge with bringing the brand to life
in their Marketplace.
SWOT
ANALYSIS OF
THE CAMPAIGN
Strength
o Unconventional strategy
o Effective advertising,
Free publicity
o Continuously evolving
the campaign
o Strong emotional touch
o Cross-selling
Possibilities
Weakness / Criticisms
Contradictory in nature
Objectification of women
Women featured were
comparatively slim
Use of idealized images in
other brands under the same
flagship
Contradictory Japanese
campaign
Opportunity / Recomendation
Target male customers
Maintain better standards of
quality
Unified advertising throughout
the globe
Continuous innovation
Threat
R i s k o f b e i n g a b r a n d
for fat girls
I n v o l v e d m a r ke t i n g r i s k
C o p y b y t h e
competitors
U n d e r m i n i n g t h e
aspiration of
consumers
S u s t a i n a b i l i t y o f
campaign in long run
Our Learning
LOGO
Thank You !