Dove Brand Evolution and their campaigns and target.

1. 1
Evolution of a brand
Presented by:
Pascal Lakra
Poushali Mukherjee
Poonam Horo

2.  Sector – Fast moving consumer goods
 Company – Unilever
 Product – Dove
 Service – Personal care
2
SCPS

3. FMCG sector is the fourth largest sector in the INDIAN economy.
FMCG sector is expected to grow from US$ 30 million in 2011 to US$
74 million in 2018
Leading products in the market are:
 Food products which constitutes about 43 percent of the overall
market
 Personal care which constitutes about 22 percent and
 Fabric care around 12 percent
 Average INDIAN spends around 8% of the income on personal
care products 3
Sector Information

4. What is Dove?
Dove is a “cleansing” brand in health and beauty care
sector owned by Unilever.
What is Unilever?
Unilever is a leading global manufacturer of packaged
consumer goods, operates in the food, home, and personal
care sectors of the economy.
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5. Unilever was formed in 1930
The U.K.-based Lever Brothers combined with the Dutch
Margarine Unie
A logical merger given that both companies depended on
palm oil, one for soaps and the other for edible oil
products
How was Unilever formed?
5

6. Revenue of Unilever
2007 – 40.187 billion Euros
2011 – 46.467 billion Euros
2015 – 53.272 billion Euros
Revenues
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7. Breakup of the Revenue
11,302 15,471 20,074
13,988
13,986
12,919
7,600
8,804
10,1207,297
8,206
10,159
0
10,000
20,000
30,000
40,000
50,000
60,000
2007 2011 2015
Personal Care Foods Refreshments Home Care
inbillionEuros
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8.  Unilever had organized the work of marketing in a manner
similar to its main competitor, Procter & Gamble, known as
the brand management system.
 Within a product category the firm often offered multiple
brands, each led by a brand manager.
 In effect, each brand operated as a separate business,
competing with its siblings as well as the products of other
firms.
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Brand management

9.  Global decentralization brought problems of control
 Company’s brand portfolio had grown is a relatively laissez-
faire manner
 Unilever lacked a global identity
Need for few brands
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10.  The 1957 launch advertising campaign for Dove was created by
the Ogilvy and Mather advertising agency. The message was,
“Dove soap doesn’t dry your skin because it’s one-quarter
cleansing cream.”
 The term “cleansing cream” was replaced with “moisturizing
cream”—but Dove stayed with the claim not to dry skin, and the
refusal to call itself a soap, for over 40 years.
Introduction of Dove
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11. Pre-campaign survey
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 Silvia Lagnado, global brand director for Dove, led a worldwide
investigation into women’s responses to the iconography of the
beauty industry
 Unilever tapped Nancy Etcoff of Harvard Uniersity psychiatrist
working at Massachusetts General Hospital and Suzy Orbach a
London based psychotherapist known to have treated Lady Diana
 Survey was done on 3000 women in 10 countries and the
response of the women describing themselves beautiful were
low

12. 31%
25%
9%
8%
7%
7%
7%
2%
1%
1%
1%
0%
0% 5% 10% 15% 20% 25% 30% 35%
Natural
Average
Attractive
Feminine
Good-looking
Cute
Pretty
Beautiful
Sophisticated
Sexy
Stunning
Gorgeous
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Self-descriptors for one’s looks
Total respondents

13. BRA ARG USA CAN GBR ITA FRA NLD PRT JPN
Women who are beautiful have a
greater opportunities in life
68% 52% 44% 28% 37% 50% 49% 40% 50% 39%
Physically attractive women are more
valued by men
69% 60% 59% 51% 50% 63% 71% 40% 73% 57%
The media and advertising set an
unrealistic standard of beauty that
most women cannot ever achieve
66% 77% 81% 69% 74% 80% 72% 72% 62% 20%
I wish the media did a better job of
diverse physical attractiveness – age,
shape and size
91% 86% 80% 75% 75% 81% 77% 69% 66% 41%
Beauty can be achieved through
attitude, spirit, and other attributes
that have nothing to do with physical
appearance
88% 82% 87% 82% 64% 76% 74% 72% 81% 57%
I do not feel comfortable describing
myself as beautiful
40% 49% 44% 35% 54% 45% 41% 34% 36% 41%
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Study highlights

14.  Earlier dove advertisements were shown as soaps to be old
fashioned and dove came with cleansing toilet bar, with one-
quarter cleansing cream.
 Being one-quarter cleansing cream dove creams the skin while
bathing.
 To prove that dove leaves skin smooth and cool and milder they
had an add of a woman trying normal soap on one side and
applying dove on another.
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Start of campaign

15. First step
 Hired British photographer John Rankin Waddel
 Tick box campaign
 Billboards asking people to vote on any one opinion showing
the real time votes on the billboard
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A brand with a point of view

16. Second step
 The Firming campaign
 Featuring six real women cheerfully posing in plain white
underwear
 Dove marketing director for U.S., Kathy O’Brian told the press
that the company wanted the ads “change the way society
views beauty,” and “provoke discussions and debate about real
beauty”
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17.  Third step
 As the dove leadership team suggested to engage executives in
the idea behind the “Campaign for Real Beauty” by filming their
own daughters discussing their self esteem challenges
 The Ogilvy and Mather advertising agency quickly turned the
idea behind the film to ad
 Showing a young girl with caption “Hates her freckles” and
another an Asian pre-teen with caption “Wishes she were
blond”
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18. Fourth step
 It was not and advertisement, but a film
 Ogily and Mather developed a 112-seconds film to drive traffic to
the workshops
 The resulting digital film was known as “Evolution”
 Showing the face of a young woman as cosmetics, hair styling and
Photoshop editing transformed it to plainness to billboard glamour.
 This video was posted on YouTube
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19.  Unilever crafted a mission statement to serve as an anchor to
the variety of creative initiatives that unified “The Campaign
for Real Beauty”. The statement read:
 Dove’s mission is to make more women feel beautiful ever day
by broadening the narrow definition of beauty and inspiring
them to take great care of themselves.
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20.  The campaign for Real Beauty
 The campaign had touched a nerve with the public
 Dove emphasized on more women feeling beautiful instead of
woman feeling more beautiful.
 Declarations by fathers to daughters on self esteem
 Dove endorsement stand against stereotypes of beauty
 People sharing videos and posting on Youtube ,Google etc
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Conclusion

21.  Dove was able to understand the feelings at the core of their audience.
They connected on an emotional and personal level with women of
many nationalities, races, beliefs, sizes and ages
 Dove became the trendsetter, innovator and a breath of fresh air in the
beauty industry
 Dove challenged the industry to see women as they really are: beautiful
in their own unique way
 The Campaign for Real Beauty shattered the stereotype of the size zero,
blonde, perfect model
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Suggestions

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