Evolution of a brand

HISTORY OF DOVE Dove was a brand with it’s origin in the United States in the post-world war II era. The first Dove products was launched in 1957 with the claim that it wouldn’t dry your skin.

1ST LAUNCH ADV CAMPAIGN

“dove soap doesn’t dry your skin because it’s one-quarter cleansing cream”

EVOLUTION OF BRAND ‘DOVE’

1940

Formula for Dove Bar (Mild Soap)

1950

Refined to original Dove

Beauty Bar

1960

Launched in the market

1970

Popularity Increased

as a milder soap

1980

Leading brand

recommended by

Physicians

1990

Dove beauty wash

successfully launched

1995-2001

Extension of Dove’s range of products

In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes. - taken from: UNILEVER Website

DOVE WAS TAPPED TO BECOME A MASTERBRAND IN FEBRUARY 2000

More category, such as deodorants, hair care products, facial cleansers, body lotions, and hair styling products.

Unilever decided instead that Dove should stand for a point of view. A process of exploratory market research, consultation with experts, conversations with women, and message testing led to “The Campaign for Real Beauty.”

A BRAND WITH A POINT OF VIEW

“Young, white, blonde and thin” were the almost universal characteristics of women portrayed in advertising and packaging.

We made some of surveys. It went to 3,000 women in 10 countries.Explored some of the hypotheses generated by the psychologists.Among the findings was the fact that only 2% of respondents worldwide chose to describe themselves as beautiful

Beauty. It’s not about glamour or fame. It’s (Point of Differentiation)

about every woman and the beauty that is (Market)

(frame of reference)

in each of us. That’s what DOVE is all about.

(Brand)

And that’s why More women trust their skin (Point of Differentiation)

to DOVE.

DOVE : POP AND POD

Cleanses (Point of Parity)

CONFLICTING BRAND IMAGE

Axe Dove

PRODUCT LAUNCH “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

CFRB (Campaign for Real Beauty): “DOVE FIRMING LOTION” Ads named as “LETS CELEBRATE CURVES” Intended to make more women

feel beautiful.

DOVE’S MARKET POSITIONING IN THE 1950’S

Product• First Dove product Beauty Bar Launched in 1957• It claimed not to dry out the skin the way soap did• Technically not soap at all, formula came from military research

Marketing and Advertising• Blend of marketing communication tools- TV, print media and billboards

• Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter cleansing cream”

• Rather than models, it used natural looking women to convey the benefits of the product

Outcome• As a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix Dove became one of the America’s most recognizable brand icons

Products• Hair care: Shampoo, Spray and Gel• Skin Care: Soap and Moisturizer• Deodorants

“Real Beauty” and “Self Esteem Campaign”• Appealed to aesthetic needs of the consumers• Did not focus on functional benefits, but on need to feel good

• Used oversized models, elderly women to convey the message

Dove Evolution Film• Shift from broadcast media to digital media, YouTube & Blogs

• Film “evolution” viewed by 3 million visitors in 3 months

• Marketing communications gave Dove a wide exposure

DOVE’S MARKET POSITIONING IN 2007

TICK BOX CAMPAIGN

We hired British photographer John Rankin Waddell, an Avant guarded fashion photographer well-known for using ordinary people in supermodel contexts.

In this campaign, billboards were erected and viewers were asked to phone 1-888-342-DOVE to vote on whether a woman on the billboard was “outsized” or “outstanding”.

“HATES HER FRECKLES”

The next step in our campaign, is focused on a young girl with freckles and the caption “Hates her freckles.” At another, a shot of an Asian pre-teen was superimposed by the caption, “Wishes she were blonde.”

Let’s change their mind! We’ve created the Dove self-esteem fundBecause every girl deserves

to feel good about herself.

EVOLUTIONIt showed the face of a young woman as cosmetics, hair styling and Photoshop editing transformed it from plainness to billboard glamour.

1957 2006

DOVE: THEN AND NOW

Dove_1957.flvDove evolution 2006.avi

DOVE MISSIONDove’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.

The mission statement’s purpose was summed up by Harousseau:

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.

FROM THE BRAND’S TO THE CONSUMER’S POINT OF VIEW

Dove brand builders a contest, titled Real Ads by Real Women, to invite consumers to create their own ads for Dove Cream Oil Body Wash. The rules included a list of for those thinking of entering the competition:

• Try the product. When you’re using Dove Cream Oil Body Wash in the shower, take note of what you feel, smell, see and hear.• 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?

MARKETING STRATEGY

18

INTERVIEWS

ADVERTISING

BILLBOARDS

PANEL DISCUSSIO

NS

TV COMMERCIALS

PROGRAMS

THE DOVE SELF-ESTEEM

FUND

WEBSITE

Unconventional strategy

Strong emotional touch

Cross-selling PossibilitiesEffective

advertising, Free publicity

Continuously evolving the campaign

MEDIA PLANNINGDove promotion team proposed a Superbowl media buy for the “Hates her freckles” ad. Why?

“If you want to tell America that women suffer from low selfesteem,

what better place to tell 90 million of them than the Superbowl?”

MEDIA PLANNINGEvolution advertisement was released to YouTube and never ran on television

However it was among the most downloaded commercials ever to appear on YouTube. It generated volumes of discussion on chat rooms, with contributions on topics like anorexia and heartfelt interchanges between fathers and daughters

2013, THE SKETCH.To Continue our Succes of this campaign, in 2013 we make some new video and this is more powerfull from the last one. This video is telling about a man from the FBI what job is making a sketch for a 10 year or more, he draw some sketch from someone in the other side, and they’re not looking each other. The first drawing was describe by his own person, and the second draw was made by stranger who see the women in the same day without she knows. Result is..

CONCLUSIONIn September 2006, Landor Associates identified Dove as one of ten brands with the greatest percentage gain in brand health and business value in the past three years.3

It computed that the brand had grown by $1.2 billion.The campaign had touched a nerve with the public. Thousands of blogs and Internet chat forums showed a rich diversity of public dialog. There were declarations by fathers to daughters on themes like self-esteem, and there were endorsements of Dove’s stand against stereotypes of beauty.