History

In the late 1800s a European company called Lever Brothers began selling Sunlight Soap. As the company grew they opened factories in Cambridge, Massachusetts and Philadelphia. By 1929 it was the third largest soap and glycerin manufacturer in the United States. Back in Europe there were negotiations to join Lever Brothers with a new partnership. In 1929 Lever Brothers became part of the Unilever Company. In 1957, Lever Brothers, under the umbrella of Unilever, introduced Dove. The new brand of soap marketed itself as a clinically proven milder soap for dry, sensitive skin. Since then Dove has become the worlds number one cleansing brand. During the 90s, Dove extended their products from a cleansing bar to a complete line of personal care products. Now Dove has products ranging from bar soap to lotion, from shampoo to liquid shower gel. In 2004 Dove launched advertisements that portray the real beauty of ordinary women. The campaign, now called campaign for real beauty still promotes Dove.

Strategy & Structure

Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life. Our strategy, in an unpredictable economic environment, is to maintain our growth and momentum and deliver competitive levels of profitability. Chairmen, Michael Treschow When talking about their strategy as a company, Michael Treschows report said that their strategy is remarkably consistent with Unilevers approach. Treschow remarks on how the essential elements of their strategy have remained the same despite the changing economy today. Structure of Organization Unilever has two groups, the Unilever NV and Unilever PLC (public limited company). Unilever NV is a public limited company registered in the Netherlands and has stock both in New York and the Euronext Amsterdam. Unilever PLC is registered in England and Wales and has stock shares in London and New York. Together these two companies NV and PLC create the Unilever Group, an economic entity. Unilever operates in around 100 countries and has around 270 manufacturing sites worldwide. They had at the end of the year 2008 Unilever had 174,000 employees. They pride in having twenty nationalities in their top managers. They manage their brands in four main categories, and Dove is in the personal care category. The president over the personal care category is Vindi Banga. Banga has been with Unilever since 1977 and was appointed president over foods, home and personal care in May 2008. Other prominent people in Unilever is Harish Manwani: President, Asia, Africa and Central & Eastern Europe, Jim Lawrence: Chief Financial Officer, Sandy Ogg: Chief HR Officer, Michael Polk: President, Americas, Genevive Berger: Chief R&D Officer, and Doug Baillie: President, Western Europe.

Goals and Objectives

A brand that keeps to its clinically proven promises Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry, sensitive skin than other leading soaps: half of women have dry skin. Bringing out your real inner beauty This promise remains at the heart of the brand and has been extended to a number of other products, supported by the industrys longest-running medical program. Since the 1980s, for example, weve launched a moisturizing body-wash, deodorants, body lotions, facial cleansers and shampoos and conditioners, giving you a comprehensive range of solutions to bring out your true inner beauty. Real results for real women Our commitment to delivering real results is mirrored in our advertisements. Our current campaign has been featured on over 25 major TV channels and in more than 800 articles in opinion leading newspapers from El Pais to Le Parisien, from The Sun to The Times, as well as in popular womens magazines. Our ground breaking campaign for our new Dove Firming lotion, which features women of all shapes and sizes, is the latest example and underlines our commitment to breaking down stereotypes and enabling you to celebrate your beauty. Taking action Over the last few years, Dove has focused on delivering products that inspire women to enjoy their own beauty and individuality. As part of our Campaign for Real Beauty, the Dove Self Esteem Fund (DSEF) was launched in 2004 to demonstrate our commitment to the brands mission to make more women feel beautiful everyday, by widening todays view of beauty and by inspiring women to take great care of themselves. The DSEF aims to educate and inspire young girls through a series of tools and workshops, which ultimately protects and nurtures their body-related self-esteem and enables them to become fully realized adults. Through the Fund we aim to reach the lives of 5 million young people by the end of 2010, with at least one hour of participation in one of our self-esteem programs.

Target Audience
Doves target audience is women, segmented into three age groups. These women all have the same underlying concerns at any age. They want to feel confident and beautiful because they really are. To help with their concerns, Dove has provided a range of products that will customize to just about any womans need. 35-100: Tonya is 38 years old, married and has three boys. Tonya loves to spend time with her family and enjoys attending the sports they play. She has had many years volunteering at the school district her boys attend and is well known in her community. Tonya feels the wear and tear her body has taken from playing rough with her kids but loves indulging in the girly things when she can. Tonya recently received in the mail a reminder note for her high schools 20th year reunion. With several years of sun damage and raising kids, Tonyas skin has seen its day. Tonya wants to go to her reunion with a fresh face that makes people think she hasnt seen a day of aging. To do this, she sees in the convenience store Doves SkinVitalizer and the Energy Glow Facial Cleansing Pillows. From her reading on the sleek packages, she reads that the SkinVitalizer will deep clean her skin at the same time softly exfoliate. The Energy Glow Facial Cleansing Pillows will help even out her sun-damaged skin and moisturize at the same time. The combination of the two products she believes will in fact wow her former classmates and help boost her confidence. 16-34: Natalie is 22 years old and is graduating college. She has recently been proposed to by her college sweetheart and plans on a wedding in the spring after she graduates. With so many monumental moments happening in her life, she can feel the pressure. Natalie is charismatic, genuine, and full of hope for her future. She cant wait to start her career in physical therapy and is filled with busy wedding plans. With an upcoming graduation and wedding, Natalie wants to look and feel the best she can. To put on top of it all, Natalies hair is dried out from being processed with highlights and a flat iron. Feeling the heat, her roommate recommended looking online for a product that would help her hair and not cost a fortune. Natalie found on www.Dove.us a tool that she could find the product she needed by selecting her need and the product type. Her easy and simple search sent her to Doves Color Repair Therapy Shampoo and Conditioner. She loved the idea that this shampoo and conditioner would help her color stay vibrant but take care of the damage that was done by color processing at the same time.

8-15: Jessica is eleven years old and is entering middle school. She feels awkward with her lanky limbs she has yet to grow into and is self-conscious around her new friends at a new school. Even though her mom tells her that her tight curly hair is beautiful, Jessica tries to straighten it without her mom knowing. She feels pressure to fit in with the other girls and during lunch experiments with make-up in the bathroom with her friends. On the weekends her and her girlfriends love to have slumber parties and put make up on and dance around. With Jessica being in that awkward age of developing, she has found the need for deodorant. She has tried several different kinds of deodorants but Natalie keeps getting white streaks on her shirts when she changes in and out of her P.E. clothes. Embarrassed by her deodorant streaks she brings an extra shirt to school with her. It all ended when she watched a commercial by Dove about deodorant that doesnt leave streak marks. Intrigued, Jessica and her mom went out and bought the Ultimate Go Fresh Burst deodorant by Dove that has a great scent of nectarine and ginger and as a bonus, alleviates white marks. With Jessicas new confidence, she no longer needs an extra shirt at school.

Bar/Body wash

Organization Copy
The latest campaigns for Dove have been powerful and memorable because they break the mold of traditional beauty product advertisements. The style of body copy they have been using lately is story and sermon. In their Campaign for Real Beauty, they use a sermon style. By having regular women model for the products, they are in a way instructing people that real beauty is found in all shapes and sizes. Beauty does not have to be a superficial thing that belongs only to super models, beauty resonates inside, and there are many different body types that are beautiful. The Dove Evolution campaign are short stories. One shows a little girl consuming messages of beauty. She sees women dieting, going through plastic surgery, women as sex icons. The end of the commercial brings it back the little girl with the moral of the story, Talk to your daughter before the beauty industry does. Another Dove Evolution ad shows what a model goes through during a photo shoot. The moral of this story is, No wonder our perception of beauty is distorted.

Branding Effects
The Dove Campaign for Real Beauty has made the topic of beauty itself controversial, but marketers have kept the message itself positive. The message: Real beauty can only be found on the inside and every woman deserves to feel beautiful. The image: Real beauty is portrayed by women who do not have runway model on their resumes -- they are the women passing by in grocery aisles or sitting in the office next door. The result: A dialog between Dove and its consumers about the definition of beauty. Doves marketing push defied conventional stereotypes and advocated for unconventional beauty and self-esteem. But before Unilever committed to the controversial campaign, it secured evidence that the majority of their consumers would relate to it. The Real Truth About Beauty, a global research report commissioned by Dove, reported that only two percent of women worldwide describe themselves as beautiful. This is what sets Dove apart from other brands: its beauty campaigns touched a cultural nerve by challenging the current super-thin, silky-hair, perfect skin standard. The campaign spurred conversations in the media and among product consumers. Ultimately Doves brand image grew because people began associating concepts of true beauty with Dove and its products. The Campaign for Real Beauty, conceived in 2002, united the entire Dove product line under one message, delivered via traditional media. Ads featuring women who were not models appeared on billboards, and invited people to vote whether these real women were fab or fat. The billboards were placed strategically in locations such as Grand Central Station, where they would be sure to catch the eye of producers and reporters. The intention of the advertisement was to engage people to participate in the campaign, and at that they were successful. While fat eventually logged the most votes, Dove marketers were not discouraged. They decided to take the concept a step further and talk about self-esteem. The Campaign for Beauty expanded into the Self-Esteem Campaign during the 2005 Super Bowl. The message in the commercial had an enormous impact and the story was picked up by credible media and bloggers alike. The success of the Dove campaign has been its agility in bypassing traditional mainstream media and entering popular culture through new media. Doves message and story then migrated to the entertainment media. The spot played on TV shows such as Ellen, Entertainment Tonight and The View. Dove,

the brand with a point of view, now had customers with a point of view. Free media places the brand image in the hands of consumers, who unlike corporate brand managers, might voice divergent or even negative views. It can be open season for satirists, too. Within a month of the release of Dove Evolution on YouTube, a parody called Slob Evolution was posted. The spoof shows an attractive young man going through a slob makeover. The result is an overweight, middle-aged man. The tag line: Thank God our perception of real life is distorted. No one likes to look at ugly people. Marketing brands through new media could set companies apart and provide a way to create a dialog with the media and consumers. In 2002, Dove became a master brand and went from a beauty bar to a beauty brand. In order to encompass all its products under one message, Dove created the Campaign for Real Beauty and invited participation. Doves Campaign has been a huge success thanks to YouTube where Dove has advocated for unconventional beauty and self-esteem. Traditional media and consumers have joined in the campaign by carrying out the message. Dove has gained market share in all of its five major beauty categories, from bar soap, body wash, hair care to deodorant. If the company has a quality brand and product, it may not need to worry about negative kickback. Doves successful use of free media resulted from its ability to strike a cultural nerve. Published: June 6, 2007 by knowledge@WPCarey, knowledge.wpcarey.asu.edu

Campaigns
When Dove was first introduced in the fifties, their campaign positioned the soap as something new. Their ads challenged people to feel the difference in their soap as opposed to their competitors. Over the years Dove has positioned themselves as number one, constantly breaking the mold of traditional beauty product advertisements. In 2005, Orgilvy and Mather created a campaign introducing a line of Dove hair styling products. The campaign starred famous cartoons such as Wilma Flintstone, Jane Jetson, Marge Simpson and Scooby Doo-star Velma Dinkley. Doves current campaign is the Campaign for Real Beauty. Released in 2004 the campaign portrays real women that have not been digitally enhanced with photoshop or other methods. In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes. The campaign has been received much acclaim and much criticism. Dove has had a few campaigns that follow the same idea and format as the Campaign for Real Beauty. One is called the Pro Age Campaign. In this campaign, dove introduces a line of products that help women deal with the effects of aging. Dove has also tried new forms of media using a spin off of their campaign for real beauty. Dove has short films on youtube called Dove Evolution. In one of the shorts, a women has a photo shoot. After the photo shoot, a photoshop professional digitally alters the women so much, it doesnt look like the same person. Dove has used other forms of media to advertise their campaign. They have used product placement in movies like The Women and in television shows like Oprah. On the Oprah Winfrey show she used the Dove models to model underwear and had a show dedicated in 2007 to the older women in the Pro-Age campaign. Dove has also used workshops with their Self-Esteem fund, viral media, an online interactive site, and sweepstakes.

Effects
Online interactive Nearly 4.5 million people have accessed the campaignforrealbeauty.com website. Workshops Over 3 million lives touched by the Self-Esteem Fund and their goal is to reach 5 million by the year 2010. Viral/ new media Dove Evolution: Unilevers Dove invested $135,000 in the Evolution commercial. They received about $150 million worth of exposure in free media. On YouTube.com, Dove Evolution has over 9 million views as of June 16, 2009. It was first posted October 6, 2006. Sweepstakes For the movie The Women, Dove held a sweepstakes where people who visited Doves website could enter to win tickets to the red carpet premiere of the movie. 100 tickets were given for the regular film screening. Product placement Dove worked with the director of the 2008 film The Women to integrate the Dove Campaign for Real Beauty into the script dialogue. The cast included stars like Meg Ryan, Eva Mendes, Debra Messing, Jada Pinkett-Smith and Bette Midler to name a few. The movie made $49 million in the box office. ProAge Campaign Commercials were banned from network television by the FCC because of the amount of skin shown in ads of nude women over the age of 50 years. The ad campaign was originally launched in movie theatres and on the internet. Peggy Northrop is editor-in-chief of More magazine. Northrop, who is 52 (and who looks a lot like Diana, the late Princess of Wales), featured the Dove ladies in a triple foldout in a recent issue. Within hours, she says, the magazines e-mail box was clogged with praise for the ads. Although the Pro Age products have only been on the shelves for about a month [2007], Dove can already see the campaign is successful. The company Web site has rapturous emails from customers, some old as in Ive been using Dove (soap) since I was 18 and some who have just become Dove buyers on because they loved the ads so much.

Competition
Competitor: Olay Parent Company: Procter & Gamble Competing products: Lotion Body wash Anti aging cream Makeup removers Competitor: Nivea Parent Company: Birserdorf Competing products: Skin care Hand care Deodorants Hair care Competitor: Neutrogena Parent Company: Johnson and Johnson Competing products: Soap Lotion Anti aging cream

Financial
Fiscal Year-End 2008 Sales (mil.) 1-Year Sales Growth 2008 Net Income (mil.) 1-Year Net Income Growth 2008 Employees 1-Year Employee Growth December $57,117.2 3.4% $7,449.2 22.4% 174,000 7.9%

In the United States Dove is the fifth largest face care line with a 4.6% dollar share of the mass market in 2004. Dove was one of thirteen other Unilever products in 2008 that had a global turnover of 1 billion Euros or more. Unilevers underlying sales growth was 7.4% in all of their categories of products between 2007 and 2008. The Asia, Africa, and Central and Eastern Europe region had the highest region for underlying sales growth at 14.2% compared to the Americas region (6.5%) and Western Europe region (1.8%). The New York Stock Exchange has Unilever N.V. at $24.12 a share and Unilever PLC. At $24.13 a share.

Creative Brief
Who Jessica is eleven years old and is entering middle school. She feels awkward with her lanky limbs she has yet to grow into and is self-conscious around her new friends at a new school. She feels pressure to fit in with the other girls. On the weekends her and her girlfriends love to have slumber parties and put make up on and dance around. Natalie is 22 years old and is graduating college. With an upcoming graduation and wedding, Natalie wants to look and feel the best she can. To put on top of it all, Natalies hair is dried out from being processed with highlights and a flat iron. Tonya is 38 years old, married and has three boys. Tonya feels the wear and tear her body has taken from playing rough with her kids but loves indulging in the girly things when she can. With several years of sun damage and raising kids, Tonyas skin has seen its day. Why Jessica, Natalie and Tonya are all in different phases in their lives, but that does not mean they dont have the desire to feel beautiful. Doves wide variety of products allow the different needs of Jessica, Natalie, and Tonya to be met. These products will help Jessica feel more comfortable in her changing body, Natalie to feel like a beautiful young lady, and give Tonyas body a new lease on life. Where Advertisements should run year round. Advertisements should be an array of different medias. Medias that include television commercials, outdoor, print in magazines, interactive internet sites, viral, product placements in movies and television shows, email and direct mail. The direct mail and email should be especially used for offers on products and updates on the Self-Esteem Fund. What style/approach The advertisements should be inspiring and promote the feelings of strong womanhood. They should have a light simple feel to them and be very classy. The ads should portray Dove edifying strong confident women who are beautiful in their own unique way. The advertisements will always have the look of professionalism and keep clarity in their message.

References
http://www.unilever.com http://www.dove.us www.ogilvy.com http://www.oprah.com knowledge.wpcarey.asu.ed by knowledge@WPCarey June 6, 2007 www.drugstorenews.com June 23, 2008 NPR.org Doves Pro- (not Anti-) Age Campaign by Karen Grigsby Bates March 27, 2007 www.brandrepublic.com/campaign Haymart Publication August 22, 2008 http://premium.hoovers.com/subscribe/co/factsheet.xhtml?ID=syxchcfhyttrrj http://article/164613/doves_proage_campaign_raises_eyebrows.html?cat=9 Doves Pro.Age Campaign Raises Eyebrows March 09, 2007 by Kari Livingston Marketing Magazine; 10/27/2008, Vol. 113 Issue 19, p46-46, 1/7p SHOOT; 9/26/2008, Vol. 49 Issue 16, p1-10, 2p Advertising Age; 7/7/2008, Vol. 79 Issue 26, p11-11, 3/5p Advertising Age; 5/12/2008, Vol. 79 Issue 19, p42-42, 2/5p Advertising Age; 3/5/2007, Vol. 78 Issue 10, p18-18, 2/5p