3. UNILEVER INTRODUCTION
Anglo-Dutch company.
Formed in the year 1930 by the merger of “British soap makers lever
brothers” and “Dutch margarine producer union” in Rotterdam.
House of brand
Leading manufacturer & marketer of foods beverages, personal care
products.
Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy,dove etc
4. EVOLUTION OF DOVE
1940-Dove soap bar
1950-Dove beauty bar developed
1960-Dove beauty bar launched
1970-Leading brand of cleaning bars
1990-Dove body wash launched
1995-Range of beauty products
2001-Dove deodorants line
2003-Dove hair care line
2004-Dove firming line
8. CAMPAIGN FOR REAL BEAUTY
In September 29, 2004, Dove launched “Campaign for Real Beauty”.
The ad campaign was designed by Ogilvy & Mather
The PR was handled by Edelman
Raise Consciousness of the issues surrounding beauties
Purpose was to challenge the stereotypes set by the beauty industry.
Intended to make more women feel beautiful everyday.
9. CAMPAIGN FOR REAL BEAUTY
Release Of a Global, Academic Research Study That Explores The
Relationship That Women From Around The World Have With Beauty
And its Links To Their Happiness And Well-Being
Advertising That Inspires Women And Society To Think Differently
About What Is Defined As Beautiful.
Fundraising Initiatives (Sponsored by the DOVE SELF-ESTEEM FUND)
To Help Young Girls With Low Body-Related Self Esteem.
10. CAMPAIGN FOR REAL BEAUTY
EVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER
68% agree with the fact that unrealistic standards of beauty exist in the
media & advertisement world.
47% agreed that only attractive women are portrayed in popular cultures.
Over 85% believed that beauty could be achieved through attitude & spirit.
11. WHY CFRB??
Real beauty comes in many shapes, sizes and ages
Declining Sales --- lost in crowded market
Increased competition
Advertising clutter
Stagnation in one or two categories --- In spite of increase in product range
Need for Brand Positioning --- Evolve brand image without losing their
existing customer base and driving aggressive growth
12.
13. PROMOTIONS
TV Commercials
Website
Billboards
Panel Discussions
Interviews
Invitational mobile marketing
Super Bowl XL
The Dove Self-Esteem Fund
14.
15.
16. DOVE SELF ESTEEM FUND
Objective of building self-esteem of young girls.
Education about the wider definition of the term “beauty”.
“Uniquely Me” campaign started with girl scouts of USA.
18. STRENGTHS
Wide market with quality products
Inspiring Advertising
Emotional appeal
Good Public Relations
Positive self image
They broaden the stereotype definition of BEAUTY.
Free publicity during campaign
19. WEAKNESSES
More identified with Soap by Consumers.
Contradiction from other products
Objectification
Criticism of Hypocrisy
Contradictory in nature
Focusing in Real beauty rather than their product.
21. THREATS
Brand for “Fat girls”.
Involved high market risk.
Copy by competitors.
Sustainability of Campaign.
Increased competitions
22. SUCCESS
Sales of firming lotion in UK rose by 700%
Sales in the US went up by 11.4%
Revenues for 2005-(39.67 billion & employed 206,000)
Firming Lotion sales 1st six months 2004- 2.3 million bottles
Total Sales for the Dove Brand rose 6%
No. of visitors to website increased by 200%
Grand EFFIE award for advertising effectiveness(M & O)
Silver Anvil Award for PR(Edelman)
23. CRITICS
Objectification of women in media.
A wolf-in-sheep’s-clothing approach.
Ads featured thin models in Japan and Hong Kong.
Ads played on women’s obsession with their bodies.
24. Our perspective
They featured real women in their campaign as models were too perfect for
most women to aspire for. Also the idealized images of models and
supermodels left the consumers feel bad about their own body image and
hurt their self-esteem.
They broaden the definition of “ beauty”
They use effective ways of campaigning.
The cfrb website had various tools that helped bolster self-esteem of the
young girls.
In all these ways they grabbed the attention of the customers.
The campaign was quite different from the conventional approach in the
beauty industry.
Also free publicity was given
It broke the rule of the advertising business that “ only beautiful models
sell”