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Evolution of brandEvolution of brand

Arranged by:Adityo Wibowo

Muhammad YusufYohan Suryanto Pramono

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-

Case Study

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’-

1980 : Dove beauty bar was widely endorsed by physicians and dermatologists to treat dry skin.

2000 : The brand depended on claims of functional superiority backed by the moisturizing benefit and become a Masterbrand in February.

-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.”

1970 : Popularity increased as a milder soap.

1990 : “Litmus test” – Opened up to markets in 55 countries – Sold in 80 countries.

2002 : Campaign for Real Beauty.

2005 : Self – Esteem Campaign.

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”

Dove: The Functional Benefit Era

A Brand With a Point of ViewUnilever’s surveys: 3,000 women in 10 countries was the fact that only 2% of respondents worldwide chose to describe themselves as beautiful

Oversized?Outstandin

g?

“Hates her freckles.”

“Evolution.” It showed the face of a young woman as cosmetics, hair styling and Photoshop editing transformed it from plainness to 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.

Flawed?Flawless?

44 and hot?44 and not?

Wrinkled?Wonderful?

Grey?Gorgeous?

From Brand’s to the Consumer’s Point of View

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?

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.

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

Established the global Dove Self - Esteem Fund to raise the self-esteem of girls and young women

Build advocacy and generating discussion among the media elite also developed a strategic partnership with an advocacy organization.

Build coverage and interest with more than 200 local news programs and more than 60

national broadcast and print outlets

Organizing for Brand Management

Unilever began to split responsibility for a brand between two groups:

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.

Brand building:Charge with bringing the brand to life in their Marketplace.

Brand Development:Take responsibility for developing the idea behind a brand, for innovation and for evolving the idea into the future.

Self-acceptance & Confidence : Highlights the commitment to breaking down stereotypes and enabling women to celebrate real inner beauty.

Organizing for Brand Management

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.

Brand Personality

SWOT ANALYSIS OF THE CAMPAIGN

o Unconventional strategyo Effective advertising,

Free publicityo Continuously evolving

the campaigno Strong emotional toucho Cross-selling

Possibilities

Strength

Contradictory in natureObjectification of womenWomen featured were

comparatively slimUse of idealized images in

other brands under the same flagship

Contradictory Japanese campaign

Weakness / Criticisms

Target male customersMaintain better standards of

qualityUnified advertising throughout

the globeContinuous innovation

Opportunity / Recomendation

Risk of being a brand for “fat girls”

Involved marketing riskCopy by the

competitors Undermining the

aspiration of consumers

Sustainability of campaign in long run

Threat

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

Success Of The Campaign

Taking the initiative Interactive

advertisingCause based

marketing

Our Learning

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