I will be analysing the print adverts included in the appendix — figures 1 to 6. I have chosen Dove as my brand and their confidence booster campaigns, the advertisements for the products Dove Firming and Dove Ultimate.
One brand in particular decided to take a stand and do something different, to stand out. That brand is Dove. After the study reported that only 2 percent of women considered themselves beautiful, the executives at Dove saw a great opportunity. Because they were recently beginning to introduce beauty supplies, other than soap, into their product line, they thought maybe they could start a conversation about beauty.
The aim of the Dove Campaign for Real Beauty is to celebrate the natural physical differences personified by all women and to encourage them to have the confidence to be comfortable and happy with themselves.
This campaign has won a handful or two of ad awards and has sold an enormous amount of product. Research from a Harvard psychologist, Nancy Etcoffexamining the campaign then and now found that more women today describe beauty on a wider variety of qualities outside of just looks, such as confidence.
Real Curves was a pioneer ad from the U. This video was the first double Grand Prix winner in the history of the International Advertising Festival in This video shows a young girl bombarded by media images seemingly designed to make her insecure about her looks.
Real Beauty Sketches was a viral video in which a police sketch artist contrasted how women describe themselves to the prettier versions described by others. This video won a Titanium Grand Prix. This is a short film that was displayed at the Sundance Film Festival in which a photographer teaches high-school girls and their moms to boost their confidence and expand their views of what beauty is by taking self-portraits with their phones and posting them on social media.
What has made this campaign so successful? Dove went beyond just rebranding.
Dove still feels like it needs to play a role in ongoing discussions about beauty and body image.Selfie: This is a short film that was displayed at the Sundance Film Festival in which a photographer teaches high-school girls and their moms to boost their confidence and expand their views of what beauty is by taking self-portraits with their phones and posting them on social media.
Case Study: Dove’s Campaign for Real Beauty one of the largest consumer products worldwide, had a considerably makeover in changing its branding policies, one of which was its Dove line. Executive Summary Kerstin Dunleavy needs to determine how to maintain Dove’s brand momentum.
Dove - Brand and Social Media case study 47, views. Share; Like bliu Follow Refocus on Dove Brand and Products JAAB Consulting Team Problem: Dove has lost control of the campaign.
The message overpowers the brand. Consumer Buying Behavior 1 robinrenstrom. The Consumer Products Division in the Europe is dedicated to offering consumers innovative, high technology beauty products from global brands at competitive prices.
This is delivered through a global strategy combined with a local understanding of the needs of women and men of all ages.
Dove Case Study. STUDY. PLAY. Why does Unilever want fewer brands? The repositioning of the brand from a product that has functional benefits, to a "Masterbrand" that represents the entire category. It creates a conversation of meaning, whereby consumer judge the brand based on their perceptions to not only the brand's performance, but.
Case study: Dove’s ‘Ad Makeover’ brings positive ad messages (and overbidding) to Facebook. Cases; DOVE ® Brand Development for Unilever.
 “This application gives you the power to displace feel-bad ads with messages that help women feel beautiful instead”, says Dove. It .