Dove Case Study

Topics: Advertising, Marketing, Brand Pages: 15 (3058 words) Published: December 1, 2014


Dove Case Study

November 20, 2014

Student ID#10041441

MAN 71

Professor Moon

Unilever
Unilever, the parent company of Dove has more than 400 brands, 12 of which generate sales that exceed $1.3 billion a year. More than 171,000 people are employed at Unilever, and their company mission stresses sustainability, responsibility, innovation, and minimizing waste . Environmental responsibility is a huge aspect of what this advertising strategy will emphasize. One of our four primary objectives is to increase the awareness of what Unilever’s products have achieved in terms of environmental initiatives. The Unilever Foundation is currently partnered with Oxfam, PSI, Save the Children, UNICEF, and the World Food Programme. Their objective is to improve hygiene, sanitation, access to clean drinking water, basic nutrition, and enhance self-esteem. Their overall goal is to help more than one billion people improve their health and well-being. Their mission is “to create a better future every day, with brands and services that help people feel good, look good, and get more out of life” . The mission of Unilever is what guided us to create this advertising campaign. Keeping in mind a better future, trustworthy products and strong relationships with consumers is what we believe will make our campaign successful. Social media is a major part of how Unilever interacts with both consumers and partners, which encompasses two of our primary objectives in this campaign. Dove

The Dove personal care brand is owned by Unilever and was first launched in 1955. Their creative strategy and sales have been consistent since the original launch. Dove is considered the world’s top cleansing brand (Dove Social Mission). Dove offers a product line that ranges from skin care, hair care, body lotions, hand creams, body wash, bar soap and deodorant for both women and men. Brand History

Dove. 60 years ago, it was a beauty bar offering a revolutionary new formula containing 1/4 cleansing cream. It went beyond mere "soap" to enhance the American woman's beauty. Today it is a global master brand with products ranging from the original beauty bar to facial foam, to deodorant to shampoo. Its latest campaign sets out to widen and redefine the perception of beauty, to make a positive contribution to women's self-esteem all over the world. Dubbed "Product X" in early 1953, the Dove beauty bar was a new product in a trifecta of Lever Brothers accounts hard-won by David Ogilvy, then a young ad exec for Hewitt, Ogilvy, Benson & Mather, Inc. While Lever Bros. announced appointment as the agency for their new product in June of '53, it wasn't until 1955 that the first advertising ran and the message: "1/4 Cleansing Cream" along with Dove's other standard messaging was developed. And, even though beauty trends and the representation of women have changed throughout the decades, the consistency of Dove's and David Ogilvy's original messages: "1/4 Cleansing Cream"; "Dove Won't Dry Your Skin Like Soap Can"; "Dove is Good for Your Skin" is still selling the brand today. Dove has evolved as a brand in the most revolutionary time in women's history. The body of work not only shows the evolution of Dove as a brand, it also shows how the attitude of women and their role in society has changed in the past 50 years.

1950s
DOVE PRIMARY MESSAGING DEVELOPED
When David Ogilvy started working with Lever on Dove, he relentlessly interrogated the product people for a point of difference. He discovered that stearic acid, the more technical name for "cleansing cream", was the key ingredient on Dove. In 1955 the Dove beauty bar was launched as a superior product with a real demonstrable point of difference. At first, the media plan mainly consisted of newspaper "split runs" in various local markets. Television, the era's "new media", was debated as the appropriate medium for Dove but television eventually was incorporated into the media plan and became a...

References: 50 Years of Dove: The Story of a Brand (1955-2005). (n.d.). Retrieved from http://www.mediabistro.com/portfolios/samples_files/9bJKVI0M6lMEDNp8z8hOlCQTt.pdf
Dove Campaign for Real Beauty Case Study Innovative Marketing Strategies in the Beauty Industry
Dove Bar/Body Wash. (2012) Retrieved from http://www.dove.us/Products/Bar-Body-Wash/default.aspx
Dove Campaign for Real Beauty
Eco-efficiency in Manufacturing. (2013). Retrieved from http://www.unilever.com/sustainable-living/ourapproach/eco-efficiencyinmanufacturing/index.aspx
Introduction to Unilever
It Pays to Buy Store Brands. (2009, October). Retrieved from http://www.consumerreports.org/cro/magazine-archive/october-2009/shopping/buying-store- brands/overview/buying-store-brands-ov.htm
Lain
Lopez, K. (2010, May 6). Dove Evolution [Web log message]. Retrieved from http://advertisingfinal.wordpress.com/2010/05/06/dove-evolution-2/
Reader, W
Unilever: Our brands, Heritage, and Mission. (2013). Retrieved from http://www.unilever.com/brands-in-action/detail/Unilever--our-brands--heritage-and- mission/292397/?WT.contenttype=brands in action
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