dove real beauty

Dove: Evolution of a BrandImages

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Unilever’s Dove in 2007

World’s number one “cleansing” brand in the health and beauty sector

Sales > $2.5 billion in more than 80 countries.

Categories included cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants and body lotions.

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Dove as a Masterbrand

Dove had recently launched what it termed a Masterbrand campaign under the title of The Dove Campaign for Real Beauty.

For some marketing observers the Campaign was an unqualified success

But the vivid identity owed much to the Campaign’s use of the unruly, unmapped world of Internet media.

Were there risks to putting the ‘Real Beauty’ story out on media like Youtube, where consumers were free to weigh in with opinion and dissent? On blogs and in newsletters, marketing commentators argued that Dove’s management was abdicating its responsibility to manage what was said about the brand, and was putting its multi-billion dollar asset at risk. 3

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Unilever in 2000: The Path to Growth Bring 1600 brands down to 400 Use “Masterbrands” A global brand unit for each

Masterbrand Dove.....a “soap”.....becomes a

Masterbrand

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Dove: The Functional Era

Launched 1957 as a “beauty bar” Feature: 1/4 Cleansing cream Benefit: Wont dry out your skin like

“soap” Advertising focuses on its function: It

moisturizes your skin

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Early Print Ads

1964

1970s

1980s

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Early TV Ads 1958

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Early TV Ads 1958

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Early TV Ads 1960

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Early TV Ads 1970s

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Early TV Ads 1980s

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Early TV Ads 1994

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2002: Dove as a Masterbrand Functional soap advertising just wont

work anymore Extensive Research Dove should be a brand with a point

of view More extensive research The point of view should be: The Campaign for Real Beauty

The Tick Box Campaign Comparisons

Wrinkled?

Old?

Stacy

The Times Square Billboard

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Conan O’Brien’s Reaction....(movie)

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The Evolution Movie

Toronto Film Festival Viewed 3m times in 3 months

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Evolution

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Evolution .....a series of spoofs

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Evolution .....a series of spoofs

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Evolution .....a series of spoofs

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Pushing the risk envelope...

The Superbowl ad “Hates her freckles”

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Hates her freckles

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Leno reacts.........

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Leno Movie

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Spoofs on “Hates her freckles”

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Mission statement of the Campaign for Real Beauty

Dove’s mission is to make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.

“If you are not crystal clear what the brand’s mission is, you cannot control what happens when people amplify it. Everyone working on Dove knows these words by heart. They know that the mission statement does not say Dove is about women feeling more beautiful, but that Dove is about more women feeling beautiful. Our notion of beauty is not elitist. It is celebratory, inclusive, and democratic.” Philippe Harousseau, Unilever VP Brand Development

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Significant Media Reaction

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But not everyone was impressed...Depressed Dave

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A Challenge to the beauty industry: “Speak to your daughter before the beauty industry does”

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But.... speak to your daughter before Unilever does

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And what if Greenpeace speaks to you before Unilever does?

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Campaign Magazine Nov 2008

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Ad Nov 2008: Back to functional branding?

Insert movie

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Conclusions?