Evolution of a brand

HISTORY OF DOVE
Dove was a brand with it’s origin in the United States
in the post-world war II era. The first Dove products
was launched in 1957 with the claim that it wouldn’t
dry your skin.
1 ST LAUNCH ADV “dove soap doesn’t dry
your skin because it’s one-
CAMPAIGN quarter cleansing cream”
EVOLUTION OF BRAND ‘DOVE’

1940 1950 1970 1980 1990 1995-2001

1960
Refined to Dove beauty
Formula for Popularity Leading brand Extension of
original Launched in wash
Dove Bar Increased as recommended Dove’s range of
Dove Beauty the market successfully
(Mild Soap) a milder soap by Physicians products
Bar launched

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. - taken from: UNILEVER Website
 DOVE WAS TAPPED TO
BECOME A MASTERBRAND
IN FEBRUARY 2000
More category, such as deodorants, hair care products, facial cleansers, body lotions, and
hair styling products.

Unilever decided instead that Dove should stand for a point of view. A process of
exploratory market research, consultation with experts, conversations with women,
and message testing led to “The Campaign for Real Beauty.”
 A BRAND WITH A POINT
OF VIEW
“Young, white, blonde and thin” were the almost universal characteristics of women
portrayed in advertising and packaging.

We made some of surveys. It went to 3,000

women in 10 countries.
Explored some of the hypotheses generated by
the psychologists.
that only
Among the findings was the fact
2% of respondents worldwide
chose to describe themselves as
beautiful
DOVE : POP AND POD

Beauty. It’s not about glamour or fame. It’s

(Point of Differentiation)

about every woman and the beauty that is

(Market) (frame of reference)

in each of us. That’s what DOVE is all about.

(Brand)

And that’s why More women trust their skin

(Point of Differentiation)

to DOVE.
Cleanses
(Point of Parity)
CONFLICTING BRAND IMAGE

Dove
Axe
 PRODUCT LAUNCH
“We want to challenge the definition of the
beauty. We believe that beauty has become
too narrow in definition. We want to defy
the stereotype that only young, blond and
tall are beautiful.”
-Philippe Harousseau, Dove’s Marketing Director

CFRB (Campaign for Real Beauty):

“DOVE FIRMING LOTION”
Ads named as “LETS CELEBRATE
CURVES”
Intended to make more women feel
beautiful.
DOVE’S MARKET POSITIONING IN
THE 1950’S
Product
• First Dove product  Beauty Bar  Launched in 1957
• It claimed not to dry out the skin the way soap did
• Technically not soap at all, formula came from military research

Marketing and Advertising

• Blend of marketing communication tools- TV, print media and billboards
• Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter cleansing cream”
• Rather than models, it used natural looking women to convey the benefits of the product

Outcome
• As a result of Dove positioning itself as being in the beauty Industry and focusing on
functional benefits as well as a successful marketing mix  Dove became one of the
America’s most recognizable brand icons
DOVE’S MARKET POSITIONING IN
2007

Products
• Hair care: Shampoo, Spray and Gel
• Skin Care: Soap and Moisturizer
• Deodorants

“Real Beauty” and “Self Esteem Campaign”

• Appealed to aesthetic needs of the consumers
• Did not focus on functional benefits, but on need to feel good
• Used oversized models, elderly women to convey the message

Dove Evolution Film

• Shift from broadcast media to digital media, YouTube & Blogs
• Film “evolution” viewed by 3 million visitors in 3 months
• Marketing communications gave Dove a wide exposure
 TICK BOX
CAMPAIGN We hired British photographer
John Rankin Waddell, an Avant
guarded fashion photographer
well-known for using ordinary
people in supermodel contexts.

In this campaign, billboards were

erected and viewers were asked to
phone 1-888-342-DOVE to vote on
whether a woman on the billboard was
“outsized” or “outstanding”.
“HATES HER FRECKLES”

The next step in our campaign, is focused on a young girl with freckles and
the caption “Hates her freckles.” At another, a shot of an Asian pre-teen was
superimposed by the caption, “Wishes she were blonde.”

Let’s change their mind! We’ve created the Dove self-esteem fund

Because every girl deserves to feel good

about herself.
 EVOLUTION
It showed the face of a young woman as cosmetics, hair styling and Photoshop editing
transformed it from plainness to billboard glamour.
DOVE: THEN AND NOW
1957 2006

Dove evolution 2006.avi

Dove_1957.flv
 DOVE 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.

The mission statement’s purpose was summed up by Harousseau:

Everyone working on Dove knows these words by heart. They know that the mission statement
does not say Dove is about women feeling more beautiful, but that Dove is about more women
feeling beautiful. Our notion of beauty is not elitist. It is celebratory, inclusive, and democratic.
 FROM THE BRAND’S TO THE
CONSUMER’S POINT OF VIEW
Dove brand builders a contest, titled Real Ads by Real Women, to invite consumers
to create their own ads for Dove Cream Oil Body Wash. The rules included a list of
for those thinking of entering the competition:

• Try the product. When you’re using Dove Cream Oil Body Wash in the shower,
take note of what you feel, smell, see and hear.
• Look up “luxury” in the dictionary. What does it mean? What could it mean?
• Explore the world around you. What luxuries do you find in your world?
 MARKETING STRATEGY

ADVERTISING Unconventional strategy

Strong emotional touch

TV
COMMER
BILLBOAR CIALS Cross-selling Possibilities
DS

Effective advertising, Free

INTERVIEW publicity
S
PANEL
DISCUSSIO
Continuously evolving the
NS campaign

PROGRAM WEBSITE
S

THE DOVE
SELF-ESTEEM
FUND

18
 MEDIA PLANNING
Dove promotion team proposed a Superbowl media buy for the “Hates her
freckles” ad. Why?

“If you want to tell America that women suffer from low selfesteem,
what better place to tell 90 million of them than the Superbowl?”
 MEDIA PLANNING
Evolution advertisement was released to YouTube and never ran on television

However it was among the most downloaded commercials ever to appear on

YouTube. It generated volumes of discussion on chat rooms, with contributions on
topics like anorexia and heartfelt interchanges between fathers and daughters
2013, THE SKETCH.
To Continue our Succes of this
campaign, in 2013 we make some
new video and this is more
powerfull from the last one. This
video is telling about a man from
the FBI what job is making a
sketch for a 10 year or more, he
draw some sketch from someone
in the other side, and they’re not
looking each other. The first
drawing was describe by his own
person, and the second draw was
made by stranger who see the
women in the same day without
she knows. Result is..
 CONCLUSION
In September 2006, Landor Associates identified Dove as one of ten brands with the
greatest percentage gain in brand health and business value in the past three years. 3 It
computed that the brand had grown by $1.2 billion.

The campaign had touched a nerve with the public. Thousands of blogs and Internet
chat forums showed a rich diversity of public dialog. There were declarations by
fathers to daughters on themes like self-esteem, and there were endorsements of
Dove’s stand against stereotypes of beauty.