dove real beauty campaign
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UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE
Ashish DagaPramod Heballi
H.P. PandaMegha Khamparia
Sangeeta DassWasim Mukkaram
INTRODUCTION OF UNILEVERAnglo-Dutch company.Formed in the year 1930 by the merger of
“British soap makers lever brothers” and “Dutch margarine producer union” in Rotterdam.
Leading manufacturer & marketer of foods beverages, personal care products.
Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy etc.
Unilever's "Real Beauty" campaign for Dove.
PRODUCT SEGMENT-WISE BREAKUP OF REVENUES
PRODUCT SEGMENT-WISE BREAKUP OF OPERATING PROFIT
YEAR PRODUCTS
1940 DOVE SOAP BAR
1950 DOVE ORIGINAL BEAUTY BAR
1990 DOVE BEAUTY WASH
2001 DOVE ANTIPERSPIRANT/DEO
DRANT
2004 DOVE MASAGE BODY WASH
2004 COOL MOISTURE BODY WASH AND BAR
2004 DOVE BODY FIRMING LINE
BACKGROUND NOTEIN 1970, DOVE WAS RECOMMENDED BY
PHYSICIANS.IN 1990s, HIGH GROWTH WAS RECORDED.BY 1999 SALES REACHED AROUND US $ 1
BILLION AND BRAND WAS GROWING AT 20% PER ANNUM.
IN EARLY 2000s, BRAND PRODUCT RANGE HAD INCREASED.
AS OF 2005, DOVE WITH ANNUAL SALES OF $50 BILLION IN MORE THAN 80 COUNTRIES.
SURVEYS CONDUCTED.Beauty advertiser bombarded consumer with
idealised image of model,supermodel and celebrities.
In early 2004, dove conducted global study on attitude and perception of women with regard to their personal beauty and wellbeing
Only 2% of the women considered themselves “beautiful” & 9% as “attractive”.
The rest of the women considered themselves as average or natural.
Women feel pressured by the stereotype set by market.
Unilever's "Real Beauty" campaign for Dove.
Surveys conducted(cont…)68% agree with the fact that unrealistic
standards of beauty exist in the media & advertisement world.
47% agreed that only attractive women are portrayed in popular cultures.
Over 85% believed that beauty could be achieved through attitude & spirit and that
“EVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER”.
Unilever's "Real Beauty" campaign for Dove.
CFRB Launched
CFRB- “Campaign for real beauty”
Global campaign launched in September 2004.
Aimed to promote Dove range of products.Purpose was to challenge the stereotypes set
by the beauty industry.
Unilever's "Real Beauty" campaign for Dove.
POST CAMPAIGN FIGURES Sales in 2nd business qtr rose by 11.4%.
Total sales for DOVE brand rose 6% to US$.5bn.
No. of people visiting DOVE website rose by 200%.
No. of calls to consumer call centre increased.
Revenues for 2005-(39.67 billion & employed 206000)
Unilever's "Real Beauty" campaign for Dove.
Unilever's "Real Beauty" campaign for Dove.
Unilever's "Real Beauty" campaign for Dove.
Dove self esteem fundObjective of building self-esteem among young
girls.
Education about the wider definition of the term “beauty”.
“Uniquely Me” campaign started with girl scouts of USA.
Unilever's "Real Beauty" campaign for Dove.
Dove listens and acts……………Interviewing around 3,300 women, between 15 and 64.Looks were described in two major words i.e. NATURAL &
REAL.In June 2005 Dove “Intensive Firming” range was launched in
the U.S.The products contained glycerin, seaweeds extract and elastin
peptides that had skin firming properties and help reduce the appearance of cellulite.
The ads appeared in various print media and were placed in highly visible spot.
Dove’s sales in second quarter increased by 11.4% as compared to first qtr and total sales inc. by 6%.
Continuously evolving the campaignCommercials during Super Bowl XL in Feb. 2006 for
DSEF(Dove Self Esteem Fund).Dove Self-Esteem Fund is helping girls overcome life-
damaging hang-ups by putting the beauty world into perspective.
One-third of all girls in grade 9 to 12 think they are overweight and wants to reduce weight.
56% of 7th graders are satisfied by there looks and 57% girls have fasted, gone for diets, used food substitutes, or smoked more cigarettes to lose weight.
More than one in four girls surveyed feel the media pressure them to have a perfect body.
Between 50 &70% of girls of normal weight believe that they are overweight.
Step towards right…..Wendy Shanker, national spokeswomen at the
National Organization For Women Foundation said “I’m going to buy their lotion… because they’re trying to get my dollar by making me feel good instead of trying to make me feel bad”.
Wolf in sheep’s clothing ??Campaign contradictory to the very ideas
espousedIts Intention of selling firming products through
this campaign was “a wolf-in-sheep’s clothing approach” – Barbara Altman Bruno
If they want us to celebrate what we are then why sell firming cream – Guerrero
Critics felt that it was a publicity stuntAds shown during Super bowl were criticizedSlim-Fast ad by Grey Worldwide played on
insecurity of British womenJap campaign didn’t feature average Jap women
Unilever's "Real Beauty" campaign for Dove.
A Revolutionary Campaign…The ads showed ordinary women who were
confident and happyQuite unconventional approach in the beauty
industryThey listened to their customersCampaign raised the profile of the brandDifferentiated Dove from othersWas successful in selling and making a statement Free publicityBroke one of the golden rules of ad biz
Unilever's "Real Beauty" campaign for Dove.
Or a risky proposition…
Messages were largely inspirationalFelt was a risk as it had to convince women
that they need Dove to become betterStevenson felt that it is the end of the brandIts important to look like that person in the
adPurpose of advertising is to create desire
beyond what the product can actually deliverRisky coz it leaves the brand vulnerable to
criticisms Unilever's "Real Beauty" campaign for Dove.
Conclusion
“Beauty always lies on the eyes of the
beholder”
Unilever's "Real Beauty" campaign for Dove.
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