Dove:Evolution of a Brand

With Allan Stoffer, Rodee Schneider and Licen(Tammy) Shen

*Backstory

Functional Benefits Era(1957-2000)• Developed as Military

Technology• “Moisturizing Cream” and

functional superiority• Use of Natural Looking Models• Advertising goal: Honesty and

Authenticity• Dermatologist Approved(80s)

February 2000• Unilever Consolidates

Brand Lineup• Dove Tapped as

Masterbrand• Additional Health and

Beauty Products to Carry Dove Name

• How to Unify Brand?

*Enter Dove’s “Campaign for Real

Beauty”

*Dove True Colors Ad

“Campaign For Real Beauty”

• Only 2% consider themselves beautiful• 31% describe themselves as natural/25%

average

Based on research indicating women think media image standards are unattainable and that media should portray diverse physical traits

Aimed to Broaden the “Narrow Definition of Beauty” by inspiring women to “take great care of themselves”

Included Ads featuring “real women”

Other ads directly confronted beauty stereotypes

“Campaign for Real Beauty”

By Using “Real”

Women, the Brand Made

Itself Credible and

Inspired Accolades

Positive Beauty

Message+ Self-Esteem Fund=Loads of Free Media

Online Campaign

Placed Message in Consumers

Hands

Where’s the Product?

Contradictions(i.e. Selling

Beauty Products to people who

are supposedly

beautiful the way they are)

Is it Too Preachy?

Will Dove Become the

Brand for “Fat Girls”?

BUT!

*Problem Statement

*“Should Dove continue riding the success of “The Campaign for Real Beauty”, or take the brand in a new direction.”

*Alternative Actions

Option 1: Continue

“Real Beauty”

Campaign

Option 2: Return to Functional Benefits Model

Option 3: Shift Focus to the Product While Keeping “Real Women” in ads

Option 4: Go Big

-Confronted Contradictions: Media portrays only thin women as our population gets bigger-Created authenticity by using real women in ads-Made the brand more inviting, less exclusive-Standing against beauty stereotypes and pushing self-esteem are PR wins

-Brand increasingly Associated with the “average”?-Product is lost in the shuffle?-Is this a long-term strategy? Once you’ve debunked beauty myths and eliminated aspirational element, does the brand become ordinary?

PR

OS

CO

NS

*Option 1: Continue “The Campaign for Real Beauty”

* Option 2: Return to Functional Benefits Model

“The Campaign for Real Beauty” has reached consumers and built Masterbrand awareness, but continuing to define the product against beauty stereotypes exposes the brand to too many risks in the long run.”

ProsEducates Consumers about Benefits

of Dove Products

Presents a clear, succinct message free of controversy

ConsDestroys hard-won brand equity?

May be difficult to differentiate among competition

Less Brand Loyalty?

Turns Brand into Commodity?

*Option 3: Focus on the Product While Keeping “Real Women” in ads

* PROS:

* Addresses the concern that the brand is relying too heavily on activist/cause-driven/political messaging—messaging that that could become considered tiresome or phony over time

* Keeping “real women” in ads plays to key strength of original campaign

* Allows for continued online participation and connection to the brand

* Re-focuses the message on our strengths: wide-ranging, high-quality products

* Leaves the room for aspirational buying by focusing the message on maximizing women’s personal beauty through the product

*Option 3: Focus on the Product While Keeping “Real Women” in ads (cont.)

CONS:

*With so many products to advertise, building awareness of each could become expensive

* If we ditch the brand’s point of view, do we risk losing the brand connection to consumers?

* Option 4: Move Away From Confronting Beauty Stereotypes, and Promote Dove as an Inclusive Brand to Feel and Be Your Best

• Mitigates some of the risks associated with ‘Real Beauty’ campaign—(i.e. that it was too preachy)

• Continues “democratic” approach to beauty embraced online and in traditional media

• Not as confrontational, but still a feel-good message that can generate PR• Differentiates Dove from others stressing functionality or aspirational qualities

Pros:

• Doesn’t focus intently on the product• Could be seen as phony(we’re still selling beauty products after all)• Nonstop diversity, multiculturalism and positive messaging could become tiresome for some(e.g. United Colors of Benneton)

Cons:

Expands upon the success of “The Campaign for Real Beauty” by emphasizing the inclusivity of Dove’s health and beauty products

*Our Recommendation?

Option 1: Continue

“Real Beauty”

Campaign

Option 2: Return to Functional Benefits

Campaign

Option 3: Move Focus to the Product While Keeping “Real Women” in ads

Option 4: Inclusive

Brand to Be Your Best

*“WE ARE DOVE” CAMPAIGN

Promote Dove as the Brand for Everyone to Feel and Be Their Best through “We Are Dove” Campaign

“We are individuals. We choose who we want to be, how we look and what makes us feel good.”

“Dove is a product that we use to feel more confident, and closer to our best.”

This campaign still uses real people(i.e. short, fat, tattooed, gay, straight, gorgeous, pierced, average, men, women), but emphasizes how Dove helps them be their best selves

Builds upon authentic, positive inclusivity of “Real Beauty” campaign• Opens it up for product

extensions(e.g. men)• Maintains connection to consumer

through social media and engagement strategies

*Questions?