Dove Campaign for Real Beauty Case AnalysisPresentation Transcript
With Allan Stoffer, Rodee Schneiderand Licen(Tammy) Shen
* Functional Benefits Era February 2000 (1957-2000) • Unilever Consolidates • Developed as Military Technology Brand Lineup • “Moisturizing Cream” and • Dove Tapped as functional superiority Masterbrand • Use of Natural Looking Models • Additional Health and • Advertising goal: Honesty and Beauty Products to Authenticity Carry Dove Name • Dermatologist Approved(80s) • How to Unify Brand?
* * Dove True Colors Ad
Based on research indicating womenthink media image standards areunattainable and that media shouldportray diverse physical traits• Only 2% consider themselves beautiful• 31% describe themselves as natural/25% averageAimed to Broaden the “NarrowDefinition of Beauty” by inspiring womento “take great care of themselves”Included Ads featuring “real women”Other ads directly confronted beautystereotypes
By Using Positive Online “Real” Beauty Campaign Women, the Message+ Placed Brand Made Self-Esteem Message inItself Credible Fund=Loads Consumers and Inspired Accolades of Free Media Hands BUT! Contradictions( i.e. Selling Beauty Will Dove Where‟s the Products to Is it Too Become the Product? people who are Preachy? Brand for “Fat supposedly Girls”? beautiful the way they are)
** “Should Dove continue riding the success of “The Campaign for Real Beauty”, or take the brand in a new direction.”
* Option 1: Option 2: Option 3: Shift Option 4: Go Continue Return to Focus to the Big Product While“Real Beauty” Functional Keeping “Real Campaign Benefits Women” in ads Model
* -Confronted Contradictions: -Brand increasingly AssociatedPROS Media portrays only thin with the “average”? women as our population gets bigger -Product is lost in the shuffle? -Created authenticity by -Is this a long-term strategy? using real women in ads Once you‟ve debunked beauty myths and eliminated -Made the brand more aspirational element, does the inviting, less exclusive brand become ordinary? -Standing against beauty CONS stereotypes and pushing self-esteem are PR wins
* Pros Cons Destroys hard-won brand equity? Educates Consumers about Benefits of Dove Products May be difficult to differentiate among competition Less Brand Loyalty? Presents a clear, succinct message free of controversy Turns Brand into Commodity?
** PROS:* Addresses the concern that the brand is relying too heavily on activist/cause-driven/political messaging—messaging that that could become considered tiresome or phony over time* Keeping “real women” in ads plays to key strength of original campaign * Allows for continued online participation and connection to the brand* Re-focuses the message on our strengths: wide-ranging, high-quality products* Leaves the room for aspirational buying by focusing the message on maximizing women’s personal beauty through the product
* CONS: * With so many products to advertise, building awareness of each could become expensive * If we ditch the brand‟s point of view, do we risk losing the brand connection to consumers?
* Expands upon the success of “The Campaign for Real Beauty” by emphasizing the inclusivity of Dove‟s health and beauty products Pros: • Mitigates some of the risks associated with „Real Beauty‟ campaign—(i.e. that it was too preachy) • Continues “democratic” approach to beauty embraced online and in traditional media • Not as confrontational, but still a feel-good message that can generate PR • Differentiates Dove from others stressing functionality or aspirational qualities Cons: • Doesn‟t focus intently on the product • Could be seen as phony(we‟re still selling beauty products after all) • Nonstop diversity, multiculturalism and positive messaging could become tiresome for some(e.g. United Colors of Benneton)
* Option 1: Option 2: Option 3: Move Option 4: Continue Return to Focus to the Inclusive Product While “Real Beauty” Functional Keeping “Real Brand to Be Campaign Benefits Women” in ads Your Best Campaign
“We are individuals. We choose who we want to be, how we look and what “Dove is a product that we use to feel more confident, and closer to our best.”makes us feel good.” Builds upon authentic, positive inclusivity of “Real Beauty” campaignThis campaign still uses real people(i.e. • Opens it up for product extensions(e.g.short, fat, tattooed, gay, straight, gorgeous, pierced, average, men, women), butemphasizes how Dove helps them be their best selves men) • Maintains connection to consumer through social media and engagement strategies