This document analyzes the creative advertising strategy for an Aveeno Active Naturals Daily Moisturizing Lotion ad that appeared in Health Magazine. The ad targets health-conscious women ages 25-54 using a brand image strategy with Jennifer Aniston to portray the lotion's light, natural feel. While the psychographic fit is strong, MRI data shows Health Magazine has a lower reach and cost-effectiveness than alternatives. Placement in other magazines could achieve Aveeno's objectives at a lower cost per thousand.
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's strategy to reduce its portfolio to 400 core brands and focus on brand building. It then details how Dove shifted its positioning from focusing on mildness and gentleness in the 1950s to launching its "Campaign for Real Beauty" in 2004 championing a more inclusive definition of beauty. The campaign was intended to make more women feel beautiful and challenge stereotypes. The document also notes some potential risks to Dove's brand from the campaign.
Dove has evolved from a beauty soap bar in 1957 to a personal care brand with a diverse range of products. In the 2000s, Dove launched campaigns promoting "real beauty" and building women's self-esteem. This repositioned the brand to celebrate inclusive and democratic notions of beauty. Dove's brand management approach changed to split responsibilities between centralized brand development and geographical brand building teams. The brand's meaning also broadened from focusing on functional benefits to providing an emotional message of inspiring women to embrace their natural beauty from within. Dove has been successful in India by adapting campaigns to local cultures while staying true to its core values of championing all women's beauty.
This document discusses brand extension, including its history, types, advantages, disadvantages, and impact on brand equity. It traces brand extension back to the 1960s and notes it involves using an established brand name to enter new product categories. Brand extensions can be classified as horizontal (line/category extensions) or vertical. The advantages include reduced costs and risk from leveraging brand recognition, while disadvantages include potential damage to the parent brand's image if poorly executed. The document analyzes how brand extensions can affect various elements of Aaker's brand equity model, including brand awareness, loyalty, and perceived quality. Managing these elements carefully is important for the success of any brand extension efforts.
This document provides a marketing communication analysis of Nivea's launch of its Stress Protect deodorant in the UK and Germany in 2013. It summarizes the key details of the campaign, including the target audience of women aged 18-35, and the integrated marketing strategy using social media, mass media, promotions and buzz. While awareness was created, the document notes purchase was not necessarily converted due to the low involvement product. It recommends improving the integration across touchpoints and use of promotions to encourage trial.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
Dove is launching a new line called Dove Men + Care to fill a gap in the market for men's skin and hair care products. The line aims to make men feel comfortable with their own skin by communicating messages that real men take care of themselves. The presentation discusses why Dove believes this new line will be successful.
Unilever aimed to streamline its brand portfolio by reducing 1600 brands down to 400 "master brands". As part of this strategy, Dove evolved from focusing on cleansing in the 1950s to championing a more inclusive definition of beauty. In 2007, Dove launched its "Campaign for Real Beauty" to celebrate women of all shapes and sizes and make more women feel beautiful, helping to differentiate Dove in the skin care market. However, Dove also faces risks associated with potential conflicts between its image and parent company Unilever's other brands.
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's strategy to reduce its portfolio to 400 core brands and focus on brand building. It then details how Dove shifted its positioning from focusing on mildness and gentleness in the 1950s to launching its "Campaign for Real Beauty" in 2004 championing a more inclusive definition of beauty. The campaign was intended to make more women feel beautiful and challenge stereotypes. The document also notes some potential risks to Dove's brand from the campaign.
Dove has evolved from a beauty soap bar in 1957 to a personal care brand with a diverse range of products. In the 2000s, Dove launched campaigns promoting "real beauty" and building women's self-esteem. This repositioned the brand to celebrate inclusive and democratic notions of beauty. Dove's brand management approach changed to split responsibilities between centralized brand development and geographical brand building teams. The brand's meaning also broadened from focusing on functional benefits to providing an emotional message of inspiring women to embrace their natural beauty from within. Dove has been successful in India by adapting campaigns to local cultures while staying true to its core values of championing all women's beauty.
This document discusses brand extension, including its history, types, advantages, disadvantages, and impact on brand equity. It traces brand extension back to the 1960s and notes it involves using an established brand name to enter new product categories. Brand extensions can be classified as horizontal (line/category extensions) or vertical. The advantages include reduced costs and risk from leveraging brand recognition, while disadvantages include potential damage to the parent brand's image if poorly executed. The document analyzes how brand extensions can affect various elements of Aaker's brand equity model, including brand awareness, loyalty, and perceived quality. Managing these elements carefully is important for the success of any brand extension efforts.
This document provides a marketing communication analysis of Nivea's launch of its Stress Protect deodorant in the UK and Germany in 2013. It summarizes the key details of the campaign, including the target audience of women aged 18-35, and the integrated marketing strategy using social media, mass media, promotions and buzz. While awareness was created, the document notes purchase was not necessarily converted due to the low involvement product. It recommends improving the integration across touchpoints and use of promotions to encourage trial.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
Dove is launching a new line called Dove Men + Care to fill a gap in the market for men's skin and hair care products. The line aims to make men feel comfortable with their own skin by communicating messages that real men take care of themselves. The presentation discusses why Dove believes this new line will be successful.
Unilever aimed to streamline its brand portfolio by reducing 1600 brands down to 400 "master brands". As part of this strategy, Dove evolved from focusing on cleansing in the 1950s to championing a more inclusive definition of beauty. In 2007, Dove launched its "Campaign for Real Beauty" to celebrate women of all shapes and sizes and make more women feel beautiful, helping to differentiate Dove in the skin care market. However, Dove also faces risks associated with potential conflicts between its image and parent company Unilever's other brands.
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty beyond just "young, white, blonde and thin." The campaign included videos, ads featuring everyday women, and initiatives to improve women's self-esteem. It helped change perceptions of beauty and increase Dove's brand value, though some ads were criticized for not mentioning products. Dove's strategic decisions around marketing, branding and advertising, such as buying out the Grand Central Station billboards and participating in the Super Bowl, helped promote the campaign's message and brand.
This document provides information and guidance about developing an effective marketing communications plan through advertising. It discusses identifying objectives and target audiences, developing unique selling propositions, writing compelling ad copy, choosing appropriate media, and measuring effectiveness. Tips are provided for publicity strategies, sales techniques, and selecting the best advertising media for a business.
This document discusses brand extensions, including definitions of a brand and brand extension. It provides examples of line extensions (new products within a category) and category extensions (new categories). The benefits of brand extensions are increased new product acceptance and promotional efficiency. However, risks include confusing consumers or damaging the parent brand. Brand extensions are most appropriate when the extension connects to and reinforces the parent brand's equity. The document also covers evaluating brand extension opportunities and reasons why new products fail.
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
This document provides a summary of research conducted on Febreze Air Effects spray. It describes the product's features such as its light mist spray and variety of scents. It then discusses Febreze's target audience including adults, parents, and women. Finally, it outlines Febreze's desired brand image of being sustainable and effective at odor elimination.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
This document discusses various brand strategy concepts including umbrella branding, flanker branding, line extensions, brand extensions, house of brands, and branded house strategies. It provides details on each strategy, including definitions, examples, advantages, and disadvantages. Umbrella branding uses a single brand name for related products, while flanker brands target new customer segments. Line and brand extensions leverage existing brand equity to expand product offerings. A house of brands uses separate brand names, while a branded house markets all products under a single brand name.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Designing Marketing Programs to Build Brand Equity
Leroy J. Ebert DipM, MCIM, MSLIM,
Chartered Marketer
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (19th April, 2014)
Dove: Using Consumer Psychology to Understand Buyer BehaviourSofia Fominova
The report analyses Dove’s products and advertising campaigns, to 1) understand the product involvement level and studying consumers’ motivations behind purchases, 2) conduct an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly understand the aspects of Dove’s consumer behaviour.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
This document provides a strategic brand management presentation for Nivea. It includes sections on the brand inventory, introduction, history, brand elements, marketing program including products, price, promotions, and brand exploratory research. Qualitative research in the form of free association, questionnaires, and knowledge structure is also presented. The document concludes with developing an effective integrated marketing communications plan.
Dove Whitenening Deodrant- Brand ExtensionSameer Mathur
Dove launched deodorants in India as a brand extension of its skin and hair care products. As of 2014, Dove held 2% market share in the deodorant category in India, which was a growing market worth INR 24 billion. Dove's deodorants are targeted at upper middle and premium class women between 17-50 years old. Key products include a whitening deodorant marketed as reducing dark underarms within 2 weeks. Dove positions its deodorants based on emotional appeals of real beauty rather than celebrity endorsements or alcohol content like competitors.
Aveeno launched their first advertising campaign with Jennifer Aniston in April 2013 called "Aveeno Active Naturals" to promote their sunscreen. The campaign was a success and received attention from publications like People magazine. The author believes the goal was to build a strong connection with customers so that they think of the campaign and Aveeno products each time they see them.
Brothers Sidney and Albert Musher founded Aveeno in 1945 using clinically proven science to transform natural ingredients into skin, hair, and baby care products. The name Aveeno comes from the scientific name for oats, "Avena sativa", which are a key ingredient. To boost brand awareness, Aveeno Canada partnered with an influencer on a two-cell Instagram and Facebook advertising test campaign. The campaign with the influencer performed 15 points better in boosting brand awareness than the campaign without an influencer. Aveeno's goal is to provide customers with better skin care using natural ingredients and make customers feel happiness through education and an accessible brand page.
Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty beyond just "young, white, blonde and thin." The campaign included videos, ads featuring everyday women, and initiatives to improve women's self-esteem. It helped change perceptions of beauty and increase Dove's brand value, though some ads were criticized for not mentioning products. Dove's strategic decisions around marketing, branding and advertising, such as buying out the Grand Central Station billboards and participating in the Super Bowl, helped promote the campaign's message and brand.
This document provides information and guidance about developing an effective marketing communications plan through advertising. It discusses identifying objectives and target audiences, developing unique selling propositions, writing compelling ad copy, choosing appropriate media, and measuring effectiveness. Tips are provided for publicity strategies, sales techniques, and selecting the best advertising media for a business.
This document discusses brand extensions, including definitions of a brand and brand extension. It provides examples of line extensions (new products within a category) and category extensions (new categories). The benefits of brand extensions are increased new product acceptance and promotional efficiency. However, risks include confusing consumers or damaging the parent brand. Brand extensions are most appropriate when the extension connects to and reinforces the parent brand's equity. The document also covers evaluating brand extension opportunities and reasons why new products fail.
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
This document provides a summary of research conducted on Febreze Air Effects spray. It describes the product's features such as its light mist spray and variety of scents. It then discusses Febreze's target audience including adults, parents, and women. Finally, it outlines Febreze's desired brand image of being sustainable and effective at odor elimination.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
This document discusses various brand strategy concepts including umbrella branding, flanker branding, line extensions, brand extensions, house of brands, and branded house strategies. It provides details on each strategy, including definitions, examples, advantages, and disadvantages. Umbrella branding uses a single brand name for related products, while flanker brands target new customer segments. Line and brand extensions leverage existing brand equity to expand product offerings. A house of brands uses separate brand names, while a branded house markets all products under a single brand name.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Designing Marketing Programs to Build Brand Equity
Leroy J. Ebert DipM, MCIM, MSLIM,
Chartered Marketer
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (19th April, 2014)
Dove: Using Consumer Psychology to Understand Buyer BehaviourSofia Fominova
The report analyses Dove’s products and advertising campaigns, to 1) understand the product involvement level and studying consumers’ motivations behind purchases, 2) conduct an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly understand the aspects of Dove’s consumer behaviour.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
This document provides a strategic brand management presentation for Nivea. It includes sections on the brand inventory, introduction, history, brand elements, marketing program including products, price, promotions, and brand exploratory research. Qualitative research in the form of free association, questionnaires, and knowledge structure is also presented. The document concludes with developing an effective integrated marketing communications plan.
Dove Whitenening Deodrant- Brand ExtensionSameer Mathur
Dove launched deodorants in India as a brand extension of its skin and hair care products. As of 2014, Dove held 2% market share in the deodorant category in India, which was a growing market worth INR 24 billion. Dove's deodorants are targeted at upper middle and premium class women between 17-50 years old. Key products include a whitening deodorant marketed as reducing dark underarms within 2 weeks. Dove positions its deodorants based on emotional appeals of real beauty rather than celebrity endorsements or alcohol content like competitors.
Aveeno launched their first advertising campaign with Jennifer Aniston in April 2013 called "Aveeno Active Naturals" to promote their sunscreen. The campaign was a success and received attention from publications like People magazine. The author believes the goal was to build a strong connection with customers so that they think of the campaign and Aveeno products each time they see them.
Brothers Sidney and Albert Musher founded Aveeno in 1945 using clinically proven science to transform natural ingredients into skin, hair, and baby care products. The name Aveeno comes from the scientific name for oats, "Avena sativa", which are a key ingredient. To boost brand awareness, Aveeno Canada partnered with an influencer on a two-cell Instagram and Facebook advertising test campaign. The campaign with the influencer performed 15 points better in boosting brand awareness than the campaign without an influencer. Aveeno's goal is to provide customers with better skin care using natural ingredients and make customers feel happiness through education and an accessible brand page.
Nestle has run numerous advertising campaigns for its KitKat brand over the years to maintain brand equity and target various audiences. Some campaigns feature celebrities, focus on sharing goodness and creating emotional connections, highlight taking breaks and enjoying small moments, target students, or showcase Indian culture. The ads aim to position KitKat as a snack that people can enjoy during breaks from work or study that allows them to have fun and connect with others through sharing.
The Evian campaign featured babies doing tricks on Evian bottles in print ads and to music in video ads. It targeted young women and mothers seeking a healthy lifestyle. The aim was to promote water and its health benefits. Consistency was shown through the pink background and messages about feeling younger from drinking water.
The Lucozade campaign featured people drinking Lucozade and feeling energized. It targeted 18-25 year olds and aimed to promote the drink's benefits. Consistency came from consistently showing the product and house colors/logo. Both campaigns were memorable but Evian was more effective at representing the company due to its deeper meaning beyond just selling water.
Dove has historically run a "Real Beauty" marketing campaign aimed at boosting women's self-esteem. However, two ads from this campaign failed and were deemed racist. In one ad, a black woman removed her shirt to reveal a white woman. Customers strongly criticized the ad online as being tone deaf. Dove removed the ad and apologized, but the response was unsuccessful. Their main competitors like Olay also focus on beauty and anti-aging but still retouched photos until 2021, lacking Dove's diversity goals. Moving forward, Dove plans to better listen to customers, provide diversity training, and properly showcase diversity in campaigns to truly represent real beauty for all women.
The advertisement features Gwen Stefani promoting a new L'oreal lipstick. It uses several propaganda techniques including testimonial with Gwen Stefani's endorsement, positive words like "luxury" and "comfort" to create a good impression, transferring feelings of being appreciated to the product, mentioning healthy ingredients like vitamin E to appeal to health concerns, and using contrasting red, white, and black colors that attract attention and associate qualities like passion with the product. The summary effectively highlights the key details about the ad's content and techniques in under 3 sentences as requested.
The document summarizes Unilever's "Campaign for Real Beauty" marketing campaign for their Dove brand. It discusses the history of Unilever and Dove, the goals of the campaign launched in 2005 to feature women of various body types, and the positive reception and increased sales it received. It also reviews Dove's consumer behavior, customer satisfaction, and marketing strategies in India.
Young marketers elite 4 assignment 1.2 quang huy, lan chi, minh trang, quỳnh...Quang Huy Vo
1. The document discusses different ways for brands to connect with consumers by providing usefulness, substance, significance, and value.
2. It provides examples of how brands like Vietjet Air, Sensodyne, Knorr, and Dove deliver these through their products, promotions, and campaigns to meet consumer needs.
3. Connecting through meaning involves inspiring a sense of what consumers desire to be and creating a movement towards this shared purpose. Apple is used as an example of a brand that makes technology simple so everyone can feel smarter.
The document provides information on Lifebuoy and Keya super beauty soaps. It discusses that Lifebuoy has been a popular soap brand in Bangladesh since the 19th century as a product of Unilever. Keya super beauty soap was launched in 1996 by Keya Cosmetics Ltd. It then discusses the strengths and weaknesses of the two brands. It also analyzes the segmentation, targeting, and positioning strategies of both Lifebuoy and Keya soaps.
This presentation is on Johnson Johnson company for marketing students of BBA 4th semester. Presentation is on Promotional tools used by Johnson Johnson.
This document discusses different types of advertising appeals that can be used to attract consumers or influence their feelings towards products. It identifies two main categories of appeals - rational appeals, which appeal to logic and reason, and emotional appeals. Some specific emotional appeals discussed include personal appeals, social appeals, fear appeals, humor appeals, endorsement appeals, sexual appeals, romantic appeals, youth appeals, adventure appeals, popularity appeals, empathy appeals, brand appeals, scarcity appeals, testimonial appeals, status appeals, transparent appeals, and beauty appeals. Examples are provided for many of these different types of appeals.
Rodriguez silvestri 11am_socialmediacampaignDana Marie
The campaign aims to launch a new Herbal Essences product by holding a social media contest targeting young women ages 15-25. It will partner with popular beauty YouTubers Bethany Mota, Kandee Johnson, and Ingrid Nilsen, who will create videos promoting the product and contest hashtags. The contest winner will be featured in a Cosmopolitan magazine spread shot by Annie Leibovitz, generating free advertising through user-generated social media posts with the hashtags. The campaign seeks to build an engaged community around the Herbal Essences brand through ongoing social media engagement and partnerships after the initial contest period.
Unilever owns both Axe and Dove brands, which target different demographics. Axe targets young men aged 15-25 with aspirational ads focusing on attracting women. Dove promotes positive body image and "real beauty" to women of all ages and sizes. Both brands aim to boost self-esteem through their advertisements, despite targeting different genders. As Unilever owns various brands, consumers do not view Axe and Dove as the same brand, so there is no conflict of interest.
Unilever owns both Axe and Dove brands, which target different demographics. Axe targets young men aged 15-25 with aspirational ads focusing on attracting women. Dove promotes positive body image and "real beauty" to women of all ages and sizes. Both brands aim to boost self-esteem through their advertisements, despite targeting different genders. As Unilever owns various brands, consumers do not view Axe and Dove as the same brand, so there is no conflict of interest.
The document discusses various advertising techniques used to influence consumer behavior, many of which rely on emotional appeals rather than logical or factual arguments. It notes that advertisers commonly use sex appeal, humor, patriotism, and positive imagery to create emotional associations with products. While these strategies can be effective, the document warns that consumers should think critically about advertising claims and not accept them at face value, as advertisers sometimes use vague language, selective facts, or misleading scientific references to promote their products.
Making purpose pay: inspiring sustainable living by UnileverAntonio Nunez Lopez
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
suravi pradhan EFFECTIVENESS OF ADVERTISINGSuravi Pradhan
This document analyzes the effectiveness of advertising on fairness cream. It discusses what fairness cream is, the rise in demand for these products in India, and what constitutes an advertisement. The study aimed to determine the most popular fairness cream brand, the reasons for choosing a particular brand, the most attractive medium of advertisement, the most memorable advertisement, and the most attractive part of the advertisements. The methodology involved primary data collection from social media and interviews, and secondary research from newspapers, magazines, and online sources. The findings showed that Olay was the most preferred brand, television advertisements were most attractive, Fair & Lovely had the most memorable commercial, and celebrities promoting the products attracted most respondents. The conclusion recommended spreading awareness of side effects and
The document provides a market research report on Johnson's Baby Lotion. A survey was conducted with 50 respondents from Pune aged 30-50. The survey found high awareness and usage of Johnson's Baby Lotion compared to competitors. Features like quality, brand value, and doctor recommendations influenced purchases. Johnson's targets mothers aged 20-40 as primary buyers. It has positioned itself as a gentle, fast-absorbing product for baby skin care. The market research confirms Johnson's Baby Lotion has high acceptance levels and usage rates among parents with newborns in India.
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2
Table of Contents
Reaching the Target Market 3
The Benefits 3
The Consumer Fit 3
Creative Ad Strategy 4
Communications and Objectives 6
The Objective 6
The Communications 7
TORA Analysis 7
Vehicle Effectiveness 8
Psychographic Fit 8
Forum Effectiveness 8
Demographic Fit 9
The MRI Data 9
Interpretation of the Data 9
CostConsiderations for the Vehicle 10
Other Things to Consider 11
Conclusion on the Vehicle Effectiveness 12
Closing Arguments for Analysis 12
Advertisement: Aveeno’s Active Naturals Appendix A
3. Aveeno Creative Ad Strategy Analysis Lindsey Gibson, Andrea Kulesz, Austin Mowell
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Reaching the TargetMarket
For our analysis, we choose an Aveeno’s Active Naturals Daily Moisturizing Lotion
advertisement that appeared in the September 2015 issue of Health Magazine. Individuals who
subscribe to this magazine are health conscience consumers who are constantly looking for new
products to help them stay healthy and active.
The Benefits
Aveeno’s Active Naturals Daily Moisturizing Lotion moisturizes the user’s skin without
the heavy feel of a regular lotion. The advertisement states that the lotion “absorbs in seconds
with a powder-like feel,” providing dry skin with just the right amount of moisture without the
messy residue. Being “dermatologist recommended,” the user won’t have to worry about the
product causing unnecessary irritation either. Using healthy active ingredients, like “soothing
oatmeal,” Aveeno’s lotion works to leave skin looking healthy and refreshed.
The Consumer Fit
The advertisement for this product is targeting consumers who are health conscious and
live active lifestyles. They care about the way they look and feel, and are willing to spend
discretionary money on products that maintain a healthy lifestyle. From a VALS perspective,
their achievers. They are hard-working and dedicated to their craft. They work to maintain the
best version of themselves and look towards role models to gauge themselves. They want what’s
best for themselves and are willing to take the necessary steps to keep themselves where they
want to be. Demographically speaking, Aveeno’s target market for this product is more likely
than not married women ages 25-54 who have a higher discretionary income, aimed at both
generation X and Y consumers.
4. Aveeno Creative Ad Strategy Analysis Lindsey Gibson, Andrea Kulesz, Austin Mowell
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The Creative Ad Strategy
The primary creative ad strategy used for Aveeno’s Active Naturals Daily Moisturizing
Lotion advertisement is brand image. The advertisement does not directly compare their brand to
a competitor. Aveeno makes a claim that any lotion brand could make: “Sheer bliss. Moisture
with a feather-light touch.” Since the lotion industry has many different brands that mostly
produce the same result, Aveeno wants consumers to see them as the natural skin care brand. The
claims they make are based on psychological differentiation, usually symbolic association to
develop their image.
“Aveeno” is mentioned in the advertisement four times, aiding their brand recall and
brand awareness between the brand and their new line of natural daily moisturizers. While
Aveeno has great brand recognition amongst consumers, the brand wants to shape that brand
image towards their new product offerings through this advertisement.
The advertisement features Jennifer Aniston, relaxing in a spa-type setting wearing a
sheer light blue cover up. She looks relaxed and comfortable in her skin, sporting a comfortable
smile while posing for this advertisement. While there is definitely a sex appeal that draws the
reader into this advertisement, the appeal doesn’t overwhelm the reader and ties in well to
Aveeno’s product. Her “feather-light” feel ties in perfectly to the “feather-like touch” messaging
of Aveeno’s advertisement. The line “sometimes less is more” also correlates to the image that
Aveeno wants to leave in the consumers’ minds. Using the large image of a natural Aniston
lightly dressed stimuli draws the reader in, but the correlation between Aniston and the brand
messaging of Aveeno’s advertisement leaves a positive message about the product’s light feel.
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Just in case Jennifer Aniston’s portrayal in the advertisement wasn’t enough, Aveeno
even included a feather perched against their lotion. This subliminal stimuli goes unnoticed at
first, but only further helps Aveeno’s brand image advertisement. Talk about subliminal
reinforcement.
Using Jennifer Aniston for Aveeno’s Active Naturals Daily Moisturizing Lotion makes
perfect sense. She lines up perfectly with Aveeno’s target audience and with the brand
messaging. While she is getting on up there in years, Aniston still looks amazing for her age. But
the advertisement makes it seem like a natural beauty, rather than some unachievable beauty that
most skin care products give off in their advertisements. Someone within Aveeno’s target market
can look at Aniston in this advertisement and feel as though their skin could look and feel that
soft. This ties in well to Aveeno’s “Naturally Beautiful Results” campaign slogan.
Aniston’s attractiveness and credibility to Aveeno’s target market for this product makes
perfect as well. From various hit roles, including the television show Friends, Aniston has a
strong following from Generation-X and Y women. Even though Aniston has always had a lot of
sex appeal, her brand throughout the years has always been perceived as though she is just her
natural self. Most people see Aniston as a role model, someone they would like to look like at
her age. She has a “good girl” status and keeps her image clean amongst viewers. This is exactly
the brand image that Aveeno wants to attach to their Active Naturals Daily Moisturizing Lotion.
Putting a celebrity in their ad makes their brand more reputable as well. Aniston doesn’t
seem oversaturated in the consumers’ eyes. So readers of this advertisement can still feel that
Aniston is being honest about her backing of Aveeno’s product. The kind of support makes for a
stronger brand, which is why Aveeno has made Aniston the face of this campaign. She
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represents everything that the brand wants the target market to think of their product. She’s the
perfect fit for what Aveeno is trying to accomplish.
While the advertisement makes strong use of the brand image creative ad strategy, a
preemptive strategy shown in Aveeno’s advertisement. Aveeno’s use of the “Naturally Beautiful
Results” can be seen as making the claims that Aveeno gets the results that other brands cannot
offer. They are not comparing to another brand in their advertisement because they don’t have to.
Aveeno sees themselves as the big kids on the block. By using Aniston has a celebrity endorser
to tie to their branding for this product, Aveeno can convince consumers that their brand is
superior to others on the market.
Objectives & Communications
The Objective
Aveeno wants their brand and reputation to be all about the natural feel of their product.
They want their new product offering to be trusted by consumers. They want women to look at
the ad and have a desire to look just like her with this light to the touch lotion.
The message in the advertisement is that their product is a light and natural product with
an innovative formula that keeps you looking young and healthy. Aveeno wants their target
market to identify this product as one that will help them continue to look and feel good. By
using a celebrity as credible as Aniston in their advertisements, Aveeno accomplishes these
objectives. She is a perfect fit for the brand and helps Aveeno reach their natural feel brand
image objectives for this advertisement.
7. Aveeno Creative Ad Strategy Analysis Lindsey Gibson, Andrea Kulesz, Austin Mowell
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The Communications
The communications of Aveeno’s Active Naturals Daily Moisturizing Lotion
advertisement center on the consumer processing model. They make calculated and cognitive
claims in the advertisement, such as “Moisture with a feather-light touch” and “absorbs in
seconds.” Showing and describing the benefits of their product through the image of Jennifer
Aniston and the accompanying text makes the reader understand what the product is there to do.
The behavior Aveeno wants to provoke through this advertisement is for consumers to think
about the health of their skin in a rational and highly cognitive way.
The communication comes off to the reader something like this: “You have dry skin now,
but you won’t once you use our Aveeno Active Naturals Daily Moisturizing Lotion. Plus, you
don’t have to deal with messy residue that lotion can leave behind.” Even though Aveeno uses
the look and feel of Aniston to grab the attention of the reader, this message is cold and
calculating. It wants the consumer to see their product as something that is going to fix their
problem, rather than an experimental product that will only make them feel good.
TORA Analysis
Johnson and Johnson, Aveeno’s parent company, should use the TORA model to receive
agreement and retention from their consumers. Aveeno is trying to convince the readers of
Health Magazine that their natural lotion is the right fit for them. They are attempting to grow
our beliefs (b1) that the Aveeno lotion is a natural alternative to the general attitude (e1) amongst
that most lotions can leave you feeling nasty. Aveeno promotes their active naturals ingredients
in a way that shows they are different from other products. These innovate ingredients
distinguish them from their competitors, along with the oat formula that is introduced in this
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advertisement. Qualitative messaging from the TORA model is a good way for Aveeno to better
understand their brand, their relationship with their consumers, and the way it is relayed.
Vehicle Effectiveness
Psychographic Fit
The vehicle chosen by Aveeno’s Active Natural’s Daily Moisturizing Lotion ad is a
strong source of information for the health conscious reader. The people within the target market
care about the way they look and feel, much like the audience of Health Magazine. The readers
of Health Magazine make it a high priority to take care of themselves and are willing to process
an ad more fully than in other mediums. Thus, without interpreting MRI data, the ad seems to
appropriately correlate well with the audience of Health Magazine.
Forum Effectiveness
Aveeno uses Jennifer Aniston to draw in the reader, but does an even better job using her
feather-like clothing to convey the feather-light touch of the lotion. While the sex appeal of
Aniston could sell on just about any platform, the magazine medium gives this ad the most
justice. Rather than only being able to take in the advertisement for a short period of time,
Aveeno allows the reader to think about the cognitive claims made by the advertisement. The
image draws in the health-conscious readers of Health Magazine, but the messaging of the
advertisement lead the consumer to believe that there is a healthier alternative to their daily
moisturizing needs. This is just not something that you could accomplish with a quick television
ad or a billboard going down the road. The more time the reader has with this advertisement, the
more time they have to process the benefits of Aveeno’s new product line. Magazine is an
9. Aveeno Creative Ad Strategy Analysis Lindsey Gibson, Andrea Kulesz, Austin Mowell
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effective use for this advertisement because it allows the target audience the ability to process the
sexual stimuli and relate it to Aveeno’s product offering.
Demographic Fit
The vehicle for this advertisement reaches the younger demographic, targeting generation
X and Y women, which is the target audience that Aveeno is trying to persuade with this
advertisement.
The MRI Data
Spring 2014 Product: Health & Beauty Aids
Hand & Body Cream, Lotion Or Oil
Usedin last 6 months Total
Adults
Magazine Total '000 Proj. '000 % Across % Down Cost of Ad* CPM-TM
Health 8,501 7,008 82.4 4.1 $142,200 $20.29
Better Homes& Gardens 39,617 33,070 83.5 19.5 $601,000 $18.17
Cosmopolitan 16,969 14,363 84.6 8.5 $268,515 $18.69
Family Circle 18,114 16,014 88.4 9.5 $330,100 $20.61
Glamour 12,161 10,690 87.9 6.3 $251,942 $23.57
Good Housekeeping 17,084 14,911 87.3 8.8 $470,470 $31.55
O, The Oprah Magazine 11,889 10,399 87.5 6.1 $168,880 $16.24
Southern Living 16,335 13,749 84.2 8.1 $236,700 $17.22
Taste of Home 12,568 10,793 85.9 6.4 $124,000 $11.49
Vogue 12,663 10,923 86.3 6.4 $145,636 $13.33
Woman'sDay 18,935 16,940 89.5 10 $300,790 $17.76
Women'sHealth 11,077 9,740 87.9 5.7 $205,600 $21.11
*Approximate cost based on the magazine media kit rate for a full-page, 4-color ad for the time period closest to
the data. These rates may be overstated,depending upon differences in readership and the purchasing power of
Aveeno's parent company, Johnson &Johnson.
Interpretation of the Data
While Health Magazine may seem like an effective medium based solely on the
physiographic fit of the audience to the advertisement, the metrics say otherwise.
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Using MRI data for adult users of hand and body cream, lotion or oil in the past six
months, Health Magazine does not stack up well against other vehicles. The percent across for
the magazine is 82.4% and the percent down is 4.1%. Reaching 7,008,000 adult lotion users in
the past six months is nothing to complain about. But, the advertisement could have gotten more
bang for its buck if Aveeno had placed the advertisement in magazine.
Ranking Health Magazine against 202 different magazines, they rank 61st in percent
across (though a statistical majority of those magazines are within a 10 point spread). But the
more concerning metric for the magazine is percent down, where it ranks 48th, with a much
larger spread amongst the different magazines. This means that 47 other magazines reach a
larger percentage of adult users of hand and body cream, lotion and oil than Health Magazine.
From these metrics, we sorted the MRI data based on point across first, then pulled the 10
best comparison magazines based on a higher percent down score as compared to Health
Magazine. The magazines listed above would all be more effective modes of reaching more adult
users than the magazine chosen by Aveeno’s Active Naturals Daily Moisturizing Lotion based
solely on reach.
Cost Considerations for the Vehicle
At this point, we got a little curious. “Doesn’t cost play into consideration when picking
which magazine to place the advertisement in?” So we decided to dig a little deeper and actually
pull close projections of how much it would cost Aveeno to run this advertisement in each of the
magazines listed in the chart above.
In order to run a fair cost analysis, we used each magazine’s media kit that was closest to
the date of the MRI data used for analysis while maintaining the same rate year for all
11. Aveeno Creative Ad Strategy Analysis Lindsey Gibson, Andrea Kulesz, Austin Mowell
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magazines. From there, we pulled the rate to run one full-page, 4-color advertisement. This
analysis could be a little skewed based on this and the unknown purchasing power of Aveeno’s
parent company, Johnson & Johnson.
Taking the cost of placing the advertisement and dividing it by the projected users for
each magazine, we were able to determine an approximate cost per 1,000 reached for the target
market. Based on this analysis, the cost to reach 1,000 members of the target market for Health
Magazine is $20.29. Of the 10 magazine chosen from the table above, six (Taste of Home,
Vogue, The Oprah Magazine, Sothern Living, Women’s Day, Better Holmes & Gardens and
Cosmopolitan) provide a cheaper means of reaching the target market.
Other Things to Consider
What if Health Magazine reaches a unique group of people who would most relate to
Aveeno’s advertisement? Health conscious people would be more likely to care about the way
their skin looks and feels, which would make them easier to convince to by a daily moisturizing
lotion than other people.
So why not put the advertisement in Health Magazine? It is an effective psychographic fit
for the audience that Aveeno is trying to reach with this product offering. So why not put the
advertisement in there?
Even by that train of thought, the answer is still doesn’t make since. Placing the
advertisement in Women’s Day, among other vehicles, would reach more like-minded
individuals in the target market at a cheaper price than Health Magazine.
12. Aveeno Creative Ad Strategy Analysis Lindsey Gibson, Andrea Kulesz, Austin Mowell
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Conclusion on the Vehicle Effectiveness
Health Magazine is not a great fit statistically for Aveeno’s Active Naturals Daily
Moisturizing Lotion because it doesn’t reach the target market as efficiently as other magazines.
The ad should only be run in this magazine as part of a greater brand awareness campaign that
uses multiple vehicles across multiple platforms to grow the brand image.
Closing Arguments for Analysis
Aveeno’s Active Naturals Daily Moisturizing advertisement in the September 2015 issue
of Health Magazine makes effective use the brand image creative ad strategy to convince
consumers that the product is the natural choice for their skin care needs. After analyzing the
goals and objectives that this advertisement is trying to reach, we decided that Health Magazine
was not an effective choice for this advertisement because of the cost to reach too few people in
the target market.