1. EVOLUTION OF A BRAND
case study

2. PRODUCT

3. Formed in 1930,
Anglo-Dutch merger
Lever brothers Margarine Unie

4. By 1980,
• Reduced palm-oil dependence
• Globalized market

5. Later
GLOBAL DECENTRALIZATION
Brand portfolio grew in laissez-faire manner

6. By 2000,
More than 1600 brands
• Problem of control
• No unified global identity (checkered)

7. Feb 2000
5 year strategic plan
PATH TO GROWTH

8. 1600 brands
400
master brands
OWN GLOBAL BRAND UNIT

9. 1957
Launched
Cleansing cream
Moisturizing
cream
Beauty bar
With
Functional superiority
2000
Masterbrand

10. ADVERTISEMENTS

11. SILVIA LAGNADO ?
Global brand director for DOVE

12. PROBLEM
NEW BRAND DEFENITION

13. Functional superiority
Different for different products

14. Search for DOVE’S point of view
• Exploratory market research
• Consultation with experts
• Consultation with women
• Message testing
CAMPAIGN
FOR
REAL BEAUTY

15. Iconography
For beauty industry
 Young
 White
 Blond
 Thin
UNATTAINABLE
STANDARD
For general women
Lagnado’s hypothesis

16. Women in general
Taunted by ads
Featuring
Beauty icons
Lagnado’s hypothesis

17. Unilever survey results
of 3000 women in 10 countries

19. NEW BRAND DEFINITION
More women feeling beautiful

20. Change
the idea of beauty
In 4 stages of
advertisements

21. Level 1
TICK-BOX billboards CAMPAIGN
• Ordinary people as supermodels
• Real time vote: outsized/outstanding

22. Level 2:
FIRMING CAMPAIGN
Debate on real beauty
Skin-firming cream

23. Level 3: Executive’s daughters discussing their
self-esteem
challenges

24. Level 4:
112 seconds film “ Evolution”
Popularized on YouTube

25. Consumer point of view

26. Media planning
BREAK EVERY RULE

27. RESULTS
DOVE in top 10 brands in health & business value
Growth of $1.2 billon

28. As part of internship under
Professor Samir Mathur
IIMLucknow
Presented by
Shriya Singh
IIT Kanpur