Dove Firming up a mild brand

Dove’s view on beauty Our notion of beauty is not elitist. It is celebratory, inclusive, and democratic

Roots in World War Military conducts research in non-irritating skin cleaners

Unilever gets hold of the formula Creates conversation around “it’s not soap” Cites dermatological studies and sciency advertising

Makes soap old-fashioned

Brand built on product differentiation

USP branding Claims of functional superiority Endorsed by dermatologists and physicians to treat dry skin

2000 – The year of the Masterbrand Unilever ‘Path to Growth’ Reduce the number of brands Deepen consumer engagement with remaining brands Find higher order benefits beyond product differentiation and USP

Brand Development vs Brand Building Unilever split each master brand into two teams Brand Development team thinks about the idea behind the brand and innovation funnel Brand Building team is responsible for short term market share and brand activation

A moment of crisis In the soap category Dove = Not a soap Deodorants, haircare, shampoos?

Dove as the masterbrand? Meaning beyond functional benefits or product differentiation Dove needed to find common ground between diverse categories Functional superiority meant different things in different categories

The Business Problem In a crowded market for beauty products, Dove was just another brand — and a way to get clean.

Dove goes researching

Dove-speak “Real women have real bodies with real curves. And Dove wants to celebrate those curves.” "Models weigh an average of 23 percent less than the average woman. Twenty years ago, models weighed an average of 8 percent less."

Tapping into media-created anxiety The beauty industry has relied on idealized portrayals of women to engage female consumers.

Dove’s Mission 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.

Brand Manager’s key call It is not about making women feel more beautiful It is about making more women feel beautiful

Paid Media

Abandon the traditional approach of presenting perfect women as beauty role models

Replace the old Beauty Myth

With a new Beauty Myth

Earned Media “We knew we were well on our way to achieving our goals when the media began covering the media covering the campaign,”

Research led to national exposure “Without having a foundation in the global research study, which showed that the image of beauty was unattainable, we wouldn’t have had the credibility in creating the materials, in pitching stories and being able to answer some of the folks that didn’t agree with the campaign.” Vice President of consumer brands, Edelman

A message that resonated The Dove campaign received nearly four hours of broadcast time, including more than 10 minutes on the “Today” show On that day, more than 60,000 people visited the CFRB Web site

Cultural intermediaries discuss advertising The campaign also secured coverage from 62 national television programs, including “The View,” “Good Morning America” and “Access Hollywood.”

Subverting the magazine audience CFRB also received feature coverage in high-profile print outlets, including unprecedented branding on the cover of People magazine, in USA Today, The New York Times Magazine and Allure.

Research helps them find a raw nerve It is a marketing campaign -- not a political figure, or a major news organization, or even a film -- that "opened a dialogue" (as one of the young women said to People)

Why were women ready to hear it from Marketing Marketing caused much of the anxiety in the first place

Dove What does the brand believe How does it behave Beauty is not equal to physical attractiveness ? Anyone can be beautiful How does it behave Real women What does it seek to change Definition of beauty – Real beauty Advertising /media makes women feel ugly Agenda Give women their self esteem back