Dove: Evolution of a Brand

From Beauty Bar to Masterbrand!

Team and Agenda

Paul Martin - Agenda, Management Challenge Lisa Lai Fook - Dove Mission, Real Beauty

Campaign Jack Kaharov - Marketing Strategy Ken Wu - SWOT and Videos Paul Martin - What can be done better,

Conclusion

All - Questions

Management Challenge

How to reposition “Dove” to a Master-brand name where brand equity could extend to new products in the category in a new media environment.

Dove’s Mission

To make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.

“Dove is not about women feeling more beautiful, but about more women feeling beautiful.”

The Real Beauty Campaign

Worked with psychologists and focus groups Transitioned from “functionality” to “point of view.” Use of ordinary people in supermodel context – the

Firming Campaign (bridge from the past Exploratory advertising – the Tick Box Campaign. Successful Internal Marketing effort – filming of

executives’ daughters. The “Evolution” film posted on YouTube. Real Ads by Real Women contest.

Marketing Strategy – illuminating reality courting controversy

Media Planning Use of new media, YouTube and make your own commercial Paid media blitzes Successful internal marketing idea turned into Super Bowl

commercial

Public Relations Courted free coverage – Dove 2 Dozen Walk the talk with Self Esteem Fund and Girl Scouts Unique

Me campaign

Organization for Brand Management Centralized Brand Development offset risk of consumer

control Brand building left to local markets

S.W.O.T Analysis

Strengths WeaknessesIncrease customer satisfaction by

lowering expectation through realismModernizing brands to psychology of the

times and new media landscapesRealism vs. honesty and authenticity

maintains bridge to the past

Lack of inspirational qualities in campaignSetting up to be an ordinary brandPotential to cheapen brand no reason to

spend a little more moneyPotential to lose control of message by

giving voice to consumers

Opportunities ThreatsExtend CSR initiatives into the

environmental arena e.g. rainforestExtend realism into other productsDivest product lines that conflict with

Dove message (e.g. AXE, SlimFast)

Negative media coverage on environmental stewardship

Conflicting marketing strategies with other Unilever brands

Marketing approach may offend or not resonate in certain cultures (e.g. Japan)

What could have been done better?

Perform full brand audit prior to changes Perform brand tracking during and after

changes Perform product line analysis, before during

and after changes. Provide resources to monitor media and report

to management.

Conclusion

Dove is recognized as one of the top 10 brands with the greatest % gain in brand health and business value in the past 3 years.

Campaign had touched a nerve with the public => Achieved Pop-Culture status

Winning Strategy – building meaning by courting controversy.

Successful brand reinforcement - back to basics and reinvention

Proved that brand elements were strong – Memorable, Transferable and Adaptable