UNILEVER’S “Real Beauty” Campaign for Dove
“The key to successful marketing is determining the needs and wants of target constituents and delivering the desired services more effectively and efficiently than competitors”-Philip Kotler “The two basic functions of a business are marketing and innovation, these are the forces which generate revenues.”-Peter F Drucker This case is a beautiful example for it:
Unilever was formed in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine union. The merged unit formed two separate entities Unilever Plc in London and Unilever NV in Rotterdam. A few of the popular brands of Unilever are Knorr, Lipton, Flora, Becel, Bertolli, Slimfast, Hellmann’s, Bird Eye, Omo, Domestos, Surf, Radiant among others. Its personal care brands include Dove, Lux, Axe, Vaseline, Sunsilk, Signal, Pond’s and Lifebuoy.Unilever’s revenue for 2005 was Euro 39.67 billion with an employee strength of 2,06,000 people worldwide. Dove’s formula was developed by Unilever in 1940. It was introduced as a mild soap which did not irritate skin. In 1960s Dove became a beauty bar. In 1995 the various products of the DOVE range which flooded the markets were Dove Moisturizing Body Wash, Dove Sensitive Skin Bar, Dove Facial Skin Cleanser, Dove Facial Cleaning Scrub and Dove Facial Care Daily Moisturizer.
THE DOVE CAMPAIGN
“CAMPAIGN FOR REAL BEAUTY”
The Dove Campaign for Real Beauty is a global effort is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The basic aim of campaign was to question the current stereotypes set for beauty. The Campaign for Real Beauty supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of them. “The existing narrow definition of beauty is not only unrealistic and unattainable, but clearly it also creates hang-ups that can lead girls to question their own beauty” said Philippe Harousseau, U.S. marketing director for Dove. “It’s time to free the next generation from these stereotypes and give girls the tools they need to discover their own definition of beauty.” The Dove Campaign for Real Beauty was developed after the brand commissioned a global study in 10 different countries and found that only two percent of women around the world describe themselves as beautiful while some described them as attractive and 29% rated themselves average. Based on the findings, Dove created a series of advertising campaigns, outreach programs and a Web site. Dove launched the global Campaign for Real Beauty in 2004 to challenge beauty stereotypes and spark discussion about beauty. The Campaign aimed to widen the definition of beauty and inspire positive self-image among women – in short, to help more women feel beautiful every day.
DOVE CAMPAIGN- GUNNING FOR VICTORY
UNILEVER launches campaign featuring 6 women (NOT models, they were just average looking women coming from different walks of life) of different body types in response to ads with beautiful models. This was the first time such faces were used to advertise for beauty products. 2.
Targeted “regular” women.
Acted as a catalyst to broaden the definition of beauty and encourage discussion about its product. 4.
Raised a nation-wide hysteria.
The ads took everyone by surprise but Unilever felt that women were ready to celebrate who they really were. 6.
This campaign is a perfect example for :
ADVERTISING AND PROMOTION TACTICS:
Initially they kept it an interactive advertising campaign by making people think about their idea. 2.
They brought out a really a new way of positioning their product, with a concept which really compelled people, media and Branding & advertising experts to think, criticize and debate on it thus getting a free publicity. 3.
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