<aside> 📌

quiz:

1. what’s dove’s mission?
2. what’s the name of dove’s campaign
3. how did dove persuade uniliver management to support their campaign?
4. what are the main media they use to promote? </aside>

Dove competitors: Procter and Gamble’s Ivory, Kao’s Jergens, and Beiersdorf’s Nivea

Unilever Introduction

• compared in size to Nestle ($69 billion), Procter and Gamble ($68 billion), and Kraft Foods ($34 billion).
• local roots with global scale
  • 1930 UK Lever Brothers + Dutch Margarine Unie
  • palm oil dependence
  • particular strengths: India, Africa, Latin America, and Southeast Asia
• brand portfolio lacked a unified global identity - Masterbrands
  • 2000 “path to growth” winnow 1600 brands to 400

Dove: The Functional Benefits Era

• U.S. in the post-World War II era
• first product: 1957 beauty bar
  • honesty and authenticity - natural looking woman model
• 2000: masterbrand - functional superiority
  • entries in personal care categories beyond the beauty bar category
  • establish a meaning for Dove brand
    • functionality meant different things in different categories
  • Dove stands for “a point of view” - “The Campaign for Real Beauty”

A brand with a POV

• Working with psychologists - explore hypothesis
• 2% of women feel beautify
• Tick-Box campaign
  • vote on whether a woman on the billboard was “outsized” or “outstanding.”
  • public interest
• Problem: lack aspirational element, set yourself up to be an ordinary brand
• next step:
  • girl’s self-esteem problem
  • the beauty industry was portraying an unattainable and stereotypical image of beauty