9. STRENGTHS OF THE CAMPAIGN…
Positive social messaging 1.1
Free Publicity 4.1
Elevates Dove above the clutter 1.2
Credits consumer intelligence 1.4
Awakens individual empowerment 1.4
Directs women to challenge the status quo 1.3
Has helped raise girls self esteem 1.5
10. WEAKNESSES OF THE CAMPAIGN…
Doves “Real beauty” Pics could be
Big Phonies 6.2
Unilever was slammed for hypocrisy for using hotties
in sexually suggestive ads to promote its Axe Brand.
6.1
Ads are contradictory in nature
12. ADS CONTRADICTORY IN NATURE
LOVE YOUR CURVES
WE ARE TOLD, AS LONG
AS THEY ARE TIGHT AND
FIRM… 4.2
13. OPPOTURNITIES…
A Potential hurdle for the new
dove line will be its ability to
embrace what has traditionally
been a very high profile female
brand to launch its new Dove
for men line of Products.3.1
14. THREATS…
Risk of becoming a brand for “fat girls”5.2
Women will eventually get bored with the
feel-good, politically correct message. 5.1
Doves Onslaught video inspired a variety
of Parodies. 8.1
Editor's Notes
A Global study by Dove found that only two percent of women and only one percent from Canada-consider themselves beautiful. This laid down a foundation for there real beauty campaign7.1
The study aimed to get women to rethink their definitions of beauty and position dove as an agent of change in todays society. 7.1
They posted this ad where there is a voluptuous women in a black dress as u can see and its asking whether she is fat or fab. The surprising thing here was that Fat got 51% of the votes and won.. Hence dove took off the ad which reflects badly on there image.
Here is a video presented by dove in support for its real beauty campaign. It Swept the award circles in 2007… you must have seen it on Tv or on the Internet. 7.1
Will you ever see a dove model in an Axe Brand ?
Firming cream, a product once again designed to make women feel bad about themselves.