Dove Case

Topics: Advertising, Brand, Brand management Pages: 3 (951 words) Published: January 25, 2012
Describe the evolution of the dove brand?
The origins of the Dove brand lay in the U.S. In 1957 the first dove product was launched that was called the beauty bar. This product claimed that it was different than soap and that it would not dry out your skin. The advertising campaign for this launch was created by the Ogilvy and Mather advertising agency. The main message of this advertisement was that Dove soap does not dry out your skin because it contained a quarter of cleansing cream. The message that Dove does not dry out your skin was expressed in billboards, television and print. As time passed by minor changes were made to the slogan. For example, the term cleansing cream was replaced with the term moisturizing cream. The Dove beauty bar was endorsed by dermatologists and physicians for the treatment of dry skin in the 1980s. In the year 2000 Dove was approached to become a Masterbrand. This meant that Dove would lend its name to Unilever entries in the personal care categories. Next to the beauty bar category there would also be other categories where Dove would have an active name. For example, deodorants, hair care products, body lotions, facial cleansers and hair styling products. Now that Dove became a Masterbrand it was no longer sufficient to communicate functional benefits. Just because now there were different categories and functionality has a different meaning throughout the different categories. It was important that Dove would stand for a point of view. Having this in mind, research led to "The campaign for Real Beauty". The ideas for this campaign started in the year 2002. There was a search for an alternative view of the goal of personal care. The findings of the research of this campaign showed that only 2% of the respondents worldwide described themselves as beautiful. Following this research the first exploratory advertising executions were initiated. In these advertisements ordinary people were used in supermodel contexts. This was...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Dove Case Study Essay
  • Dove Evolucion de Una Marca Research Paper
  • Dove Successful Story Essay
  • Advertising and Dove Research Paper
  • Essay on Dove campaign
  • Obesity and Dove Company Essay
  • Essay about Dove Real Beauty Campaign2
  • Essay about Dove Case Study

Become a StudyMode Member

Sign Up - It's Free
Bàn học sinh Xuân Hòa BHS-05-00, học sinh cấp II cấp III | Papa Has a Rol season 14 episode 02 | [www Movcr com] - Jurassic World Fallen Kingdom (2018) English HDCAM - 720p - x264 - 2 2GB [MOVCR] (1) 16 минут