Dove Case Study

Topics: Brand management, Brand, Dove Campaign for Real Beauty Pages: 5 (1860 words) Published: May 16, 2013
 | DoveCaseNatasha| |  |  | |
 | 1. Imagine you have oversight of the Dove Campaign for Real Beauty. Are you comfortable with what is going on? Is this a brand that is out of control with its promotional messages?I will assert that I am comfortable with what is going on if I have oversight of the Dove Campaign for Real Beauty.Dove launched the “Campaign for Real Beauty” by Ogilvy & Mather in 2004. It first began with a research with 3,000 women in 10 countries and find out the fact that only 2 percent of respondents worldwide chose to describe them as beautiful. Then Lagnado initiated the first exploratory advertising executions called the Tick-Box campaign. After series of Dove ads, Firming campaign was launched because they need to promote a cream that firmed the skin. A big step of Dove’s promotion is the ad focused on a young girl with freckles with the caption “ hates her freckles.” The endnotes are “ Because every girl deserves to feel good about herself. And see how beautiful she is.” And the ad ran in the 2006 broadcast of the Super bowl football game between the Pittsburgh Steelers and the Seattle Seahawks. The action means the ad has been watched by millions of audience. Stage four of the Real Beauty campaign involved not an advertisement but a film. The film is called “evolution”, showing how much effort goer behind creating the “model look” and won advertising awards as well as created unpaid exposure estimated to be worth over $150 million.And the latest ad “sketches”. A forensic sketch artist draws several women, first based only on their descriptions of themselves and then based on the descriptions of ta stranger who has observed the women. The subject, seeing the resulting sketches side-by-side, realizes that the sketches inspired by strangers are much more flattering than the versions from their own self-descriptions. That tagline is “You are beautiful than you think”. The ad got over 35 million views within two weeks of being posted to YouTube. Dove’s goal was to make a fundamental change in the way that women are perceived and in the way they view themselves. The article also states the 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. What Dove want to express is not what their product can help you to become a super model. I have remember one of the beauty brand has been accused of over exaggerate its product’s effect. But they are not in the same case, Dove’s intention is to change the wrong and long-existing beauty standard and also by the way, to sell its products. So definitely we cannot define that Dove is out of control with its promotional messages. Dove is on its way and it should be better. 2.Is Dove’s attempt to engender social engagement through its promotional campaigns too risky an endeavor given its lack of control over consumer parody and accusations of trying to sell under the pretense of contributing to the social good?It’s obvious that Dove campaign is risky. According to the article, we can find out that the only legitimate risk was debunking Dove as an “aspiration” brand. The concerns come with prohibiting people from spending more money on the beauty product and the Dove brand may set up to be an ordinary brand. However, the “campaign for real beauty” did not debunk beauty. As far as I am concerned, Dove is not to change its brand as an ordinary one but to lead people’s perception about beauty in a right way. The campaign is set out to make women aware that they have real beauty is not based on the common standard of a young, model-thin body with excessive makeup but the nature. And the innovation campaign actually help Dove to become one of the most impressive brand in last 15 years.Queries also accompanied with the big success, audience began to parody the famous advertisement, such as “Evolution”, YouTube has over one hundred versions and the “Hate the...
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