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Dove Campaign for Real Beauty - Coggle Diagram
Dove Campaign for Real Beauty
Dove's past brand positioning (Pre-campaign)
Firming/ Functional superiority claim/Gentle on skin
Dove's brand positioning (Post-campaign)
History
Dove becomes masterbrand in 2000.
Could no longer communicate based on 'functional superiority' because functionality meant different things in different product categories.
Exploratory research begins in 2002.
1957 dove first product is a beauty bar. It's not a soap but more of a cream.
Sylvia Lagnado global brand director leads this effort
Investigation unearths deep discontent - Young, white, blond and thin were universal attributes portrayed in advertising
Unattainable standards
Workiing with psychiatrists was a plus for the investigation compared to using just focus groups
3000 women in 1o countries
Only 2% of women described themselves as beautiful
Lagnado hires John Rankin (photographer) famous for using ordinary people in supermodel contexts
Rankin was involved with television reality show Britain's Missing Top Model. The show followed eight young women with disabilities who competed for a modeling contract, which includes a photo shoot with Rankin and a cover photo in Marie Claire.
This results in tick-box campaign
Phone Dove line and vote whether woman on billboard is Outsized or Outstanding
Real time vote counter
Stage 1
2005 Dove ads internally know as firming campaign
Featured real women posing in underwear
Trying to change the way society views beauty
Stage 2
Critism of these ads
• Losing aspirational element of beauty ads which could probably lead to lower spend by customers
Stage 3
Executives filmed their won daughters discussing their own self esteem challenges
• Ad raises controversy as it ends without promoting any product
Stage 4
Evolution film
Dove mission statement
Dove is not about women feeling more beautiful but about more women feeling beautiful
Celebratory, inclusive and democratic
Beauty is not elitist
2006
Real ads by real women (North america contest)
Media plan
Paid media
Billboards in grand central station
Today show
Superbowl ad had a great impact
Oprah devoted a full show to self esteem as a result of the ad
Jay leno parody of ad
Walmart developed ad featuring employees
Public relations
• media planning
• consumer promotions
customer marketing
My Take
How would you characterize Dove's past brand positioning?
Functional/ Not a soap/ Gentle on skin/
Doesn't dry your skin because it is 1/4 cleansing cream
How about in the late 2000s after the start of the new campaign?
A symbol of celebratory, inclusive and democratic beauty (making more women feel beautiful)
A blogger referenced in the case asks with respect to YouTube advertising: "Is marketing now cheap, fast and out of control?" And another writes about the “risky bet that Dove is making.” Do you agree with the spirit of these comments? Is the communication of the Dove brand "out of control"? Is Unilever making a “risky bet” with its new campaign?
I believe Dove understood that the times had changed and that eventually the long held notion of beauty would be challenged and they chose to be on the right side of history and the future
Should Dove continue with the Campaign for Real Beauty? Is this campaign still relevant today for the brand?
This campaign is timeless. With the current sentiments around stereotypes and race and gender inequalities, this campaign will be relevant for a long time.
Dove establishes self esteem fund
Ofek's take
Engage without enraging
Co-create with users
Have a CSR strategy