DOVE Evolution of Brand

LOGO
Evolution of brand
Arranged by:
Adityo Wibowo
Muhammad Yusuf
Yohan Suryanto Pramono
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.
Internet post questions about Unilever’s

sincerity, its objectivity, its motives and Dove’s
strategy as follows, “Taking up the cudgels for
reality is a risky strategy for Dove.
“We want to challenge the definition of the beauty.We believe that beauty has become too
narrow in definition. We want to defy the stereotype that only young, blond and tall are
beautiful.”
-Philippe Harousseau, Dove’s Marketing Director-
Dove: The Functional Benefit Era
1957 : “Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream,”
-’Ogilvy and Mather advertising agency’-
1970 : Popularity increased as a milder soap.
1980 : Dove beauty bar was widely endorsed by physicians and

dermatologists to treat dry skin.
1990 : “Litmus test” – Opened up to markets in 55 countries –
Sold in 80 countries.
2000 : The brand depended on claims of functional superiority

backed by the moisturizing benefit and become a
Masterbrand in February.
2002 : Campaign for Real Beauty.
2005 : Self – Esteem Campaign.

-To build the Masterbrand needed to do something-
2007 : A process of exploratory market research, consultation with experts,
conversations with women, and message testing led to:
“The Campaign for Real Beauty.”
Dove: The Functional Benefit Era
Campaign for Real Beauty
 Message : Real beauty ca only be found on the inside
and every woman deserves to feel beautiful.
 Image : Real beauty is portrayed by women who do
not have “runaway model”.
 Result : A dialog between Dove and itrs customers
about the definition of beauty.
Self – esteem fund:

 Carried forward the real beauty campaign.
 Series of Commercials launched to promote this.
 Evolution launched first on “You Tube” later on “Super Bowl”
A Brand With a Point of View
Unilever’s surveys: 3,000 women in 10 countries was the fact that only 2% of respondents
worldwide chose to describe themselves as beautiful
Wrinkled? 44 and hot? Flawed? Grey?

Wonderful? 44 and not? Flawless? Gorgeous?
“Evolution.” Oversized?
It showed the face of a young Outstanding?
woman as cosmetics, hair
styling and Photoshop editing
transformed it from plainness to “Hates her freckles.”
billboard glamour.
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.
From Brand’s to the Consumer’s Point of View
In 2006 the Dove announced a contest, titled: “Real Ads by Real Women”, to invite
consumers to create their own ads for Dove Cream Oil Body Wash.
When you’re 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
When the advertising agency brought the Evolution advertisement idea to

Unilever, it was prepared to go forward without paid media at all .
The ad was released to YouTube and Good Morning America

Public Relations
Generate broad awareness for the Campaign for Real Beauty and establish
an emotional connection with women
Build coverage and interest with more than 200 local news
programs and more than 60 national broadcast and print
outlets
Build advocacy and generating discussion among the media elite

also developed a strategic partnership with an advocacy
organization.
Established the global Dove Self - Esteem Fund to raise the self-
esteem of girls and young women
Organizing for Brand Management
A brand is a name, term, sign, symbol or design, intended to identify the
goods or services of one seller or group of sellers and to differentiate
them from those of competitors.
Unilever began to split responsibility for a brand between two

groups:
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.
Organizing for Brand Management
Brand
Personality
Self-acceptance & Confidence : Highlights the commitment to
breaking down stereotypes and enabling women to celebrate
real inner beauty.
Feminity & Mildness : The name of the brand, the

logo and even to the tagline as well as the product,
everything about it is simple an feminim.
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 f o r “ f a t
girls”
I n v o l v e d m a r k e t i n g r i s k
C o p y b y t h e c o m p e t i t o r s
U n d e r m i n i n g t h e a s p i r a t i o n
of consumers
S u s t a i n a b i l i t y o f c a m p a i g n i n
long run
Success Of The Campaign
 Sales of firming lotion in UK rose by 700%

 Sales in the US went up by 11.4%
 Total Sales for the Dove Brand rose 6%
 No. of visitors to website increased by 200%
 Grand EFFIE award for advertising
effectiveness
 Positive response from the masses
Our Learning
Taking the initiative

Interactive advertising
Cause based marketing
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LOGO

Internet post questions about Unilever’s

1970 : Popularity increased as a milder soap.

1980 : Dove beauty bar was widely endorsed by physicians and

2000 : The brand depended on claims of functional superiority

2005 : Self – Esteem Campaign.

Self – esteem fund:

Wrinkled? 44 and hot? Flawed? Grey?

When the advertising agency brought the Evolution advertisement idea to

The ad was released to YouTube and Good Morning America

Build advocacy and generating discussion among the media elite

Unilever began to split responsibility for a brand between two

Feminity & Mildness : The name of the brand, the

 Target male customers

 Sales of firming lotion in UK rose by 700%

Taking the initiative

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