Dove: Evolution of a Brand

From Beauty Bar to Masterbrand!

Team and Agenda

Paul Martin - Agenda, Management Challenge Lisa Lai Fook - Dove Mission, Real Beauty Campaign Jack Kaharov - Marketing Strategy Ken Wu - SWOT and Videos Paul Martin - What can be done better, Conclusion All - Questions

Management Challenge

How to reposition Dove to a Master-brand name where brand equity could extend to new products in the category in a new media environment.

Doves Mission

To make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.

Dove is not about women feeling more beautiful, but about more women feeling beautiful.

The Real Beauty Campaign

Worked with psychologists and focus groups Transitioned from functionality to point of view. Use of ordinary people in supermodel context the Firming Campaign (bridge from the past Exploratory advertising the Tick Box Campaign. Successful Internal Marketing effort filming of executives daughters. The Evolution film posted on YouTube. Real Ads by Real Women contest.

Marketing Strategy
illuminating reality courting controversy

Media Planning

Use of new media, YouTube and make your own commercial Paid media blitzes Successful internal marketing idea turned into Super Bowl commercial Courted free coverage Dove 2 Dozen Walk the talk with Self Esteem Fund and Girl Scouts Unique Me campaign Centralized Brand Development offset risk of consumer control Brand building left to local markets

Public Relations

Organization for Brand Management

S.W.O.T Analysis
Strengths
Increase

Weaknesses
Lack

customer satisfaction by lowering expectation through realism Modernizing brands to psychology of the times and new media landscapes Realism vs. honesty and authenticity maintains bridge to the past

of inspirational qualities in campaign Setting up to be an ordinary brand Potential to cheapen brand no reason to spend a little more money Potential to lose control of message by giving voice to consumers

Opportunities
Extend

Threats
Negative

CSR initiatives into the environmental arena e.g. rainforest Extend realism into other products Divest product lines that conflict with Dove message (e.g. AXE, SlimFast)

media coverage on environmental stewardship Conflicting marketing strategies with other Unilever brands Marketing approach may offend or not resonate in certain cultures (e.g. Japan)

What could have been done better?

Perform full brand audit prior to changes Perform brand tracking during and after changes Perform product line analysis, before during and after changes. Provide resources to monitor media and report to management.

Conclusion

Dove is recognized as one of the top 10 brands with the greatest % gain in brand health and business value in the past 3 years. Campaign had touched a nerve with the public => Achieved Pop-Culture status Winning Strategy building meaning by courting controversy. Successful brand reinforcement - back to basics and reinvention Proved that brand elements were strong Memorable, Transferable and Adaptable