dove real beauty campaign
Post on 08-Mar-2015
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UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE
Ashish Daga Pramod Heballi
H.P. Panda Megha Khamparia
Sangeeta Dass Wasim Mukkaram
INTRODUCTION OF UNILEVER Anglo-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
Evolution of “Dove” YEAR PRODUCTS
1940 DOVE SOAP BAR
1950 DOVE ORIGINAL BEAUTY BAR
1990 DOVE BEAUTY WASH
2001 DOVE ANTIPERSPIRANT/DEODRA
NT
2004 DOVE MASAGE BODY WASH
2004 COOL MOISTURE BODY WASH AND BAR
2004 DOVE BODY FIRMING LINE
BACKGROUND NOTE
IN 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 fund
Objective 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 campaign Commercials 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 espoused
Its 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 stunt
Ads shown during Super bowl were criticized
Slim-Fast ad by Grey Worldwide played on insecurity of British women
Jap 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 happy
Quite unconventional approach in the beauty industry
They listened to their customers
Campaign raised the profile of the brand
Differentiated Dove from others
Was successful in selling and making a statement
Free publicity
Broke one of the golden rules of ad biz
Unilever's "Real Beauty" campaign for Dove.
Or a risky proposition…
Messages were largely inspirational
Felt was a risk as it had to convince women that they need Dove to become better
Stevenson felt that it is the end of the brand
Its important to look like that person in the ad
Purpose of advertising is to create desire beyond what the product can actually deliver
Risky 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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