1. Dove
Firming up a mild brand

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

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

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

6. Makes soap old-fashioned

7. Brand built on product differentiation

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

9. 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

10. 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

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

12. 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

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

14. Dove goes researching

35. 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."

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

37. 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.

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

39. Paid Media

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

41. Replace the old Beauty Myth

42. With a new Beauty Myth

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

44. 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

45. 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

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

47. 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.

48. 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)

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

50. 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