Dove's Advertising Campaign
UNILEVER’S “Real Beauty” Campaign for Dove
“The key to successful marketing is determining the needs and wants of target constituents and delivering the desired services more effectively and efficiently than competitors”-Philip Kotler
“The two basic functions of a business are marketing and innovation, these are the forces which generate revenues.”-Peter F Drucker
This case is a beautiful example for it:
Introduction:
Unilever was formed in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine union. The merged unit formed two separate entities Unilever Plc in London and Unilever NV in Rotterdam. A few of the popular brands of Unilever are Knorr, Lipton, Flora, Becel, Bertolli, Slimfast, Hellmann’s, Bird Eye, Omo, Domestos, Surf, Radiant among others. Its personal care brands include Dove, Lux, Axe, Vaseline, Sunsilk, Signal, Pond’s and Lifebuoy.Unilever’s revenue for 2005 was Euro 39.67 billion with an employee strength of 2,06,000 people worldwide.
Dove’s formula was developed by Unilever in 1940. It was introduced as a mild soap which did not irritate skin. In 1960s Dove became a beauty bar. In 1995 the various products of the DOVE range which flooded the markets were Dove Moisturizing Body Wash, Dove Sensitive Skin Bar, Dove Facial Skin Cleanser, Dove Facial Cleaning Scrub and Dove Facial Care Daily Moisturizer. THE DOVE CAMPAIGN
“CAMPAIGN FOR REAL BEAUTY”
The Dove Campaign for Real Beauty is a global effort is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The basic aim of campaign was to question the current stereotypes set for beauty. The Campaign for Real Beauty supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of them.
“The existing narrow definition of beauty is not only unrealistic and unattainable, but
“The key to successful marketing is determining the needs and wants of target constituents and delivering the desired services more effectively and efficiently than competitors”-Philip Kotler
“The two basic functions of a business are marketing and innovation, these are the forces which generate revenues.”-Peter F Drucker
This case is a beautiful example for it:
Introduction:
Unilever was formed in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine union. The merged unit formed two separate entities Unilever Plc in London and Unilever NV in Rotterdam. A few of the popular brands of Unilever are Knorr, Lipton, Flora, Becel, Bertolli, Slimfast, Hellmann’s, Bird Eye, Omo, Domestos, Surf, Radiant among others. Its personal care brands include Dove, Lux, Axe, Vaseline, Sunsilk, Signal, Pond’s and Lifebuoy.Unilever’s revenue for 2005 was Euro 39.67 billion with an employee strength of 2,06,000 people worldwide.
Dove’s formula was developed by Unilever in 1940. It was introduced as a mild soap which did not irritate skin. In 1960s Dove became a beauty bar. In 1995 the various products of the DOVE range which flooded the markets were Dove Moisturizing Body Wash, Dove Sensitive Skin Bar, Dove Facial Skin Cleanser, Dove Facial Cleaning Scrub and Dove Facial Care Daily Moisturizer. THE DOVE CAMPAIGN
“CAMPAIGN FOR REAL BEAUTY”
The Dove Campaign for Real Beauty is a global effort is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The basic aim of campaign was to question the current stereotypes set for beauty. The Campaign for Real Beauty supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of them.
“The existing narrow definition of beauty is not only unrealistic and unattainable, but