Dove Case Study
Dove Case Study
November 20, 2014
Student ID#10041441
MAN 71
Professor Moon
Unilever
Unilever, the parent company of Dove has more than 400 brands, 12 of which generate sales that exceed $1.3 billion a year. More than 171,000 people are employed at Unilever, and their company mission stresses sustainability, responsibility, innovation, and minimizing waste . Environmental responsibility is a huge aspect of what this advertising strategy will emphasize. One of our four primary objectives is to increase the awareness of what Unilever’s products have achieved in terms of environmental initiatives.
The Unilever Foundation is currently partnered with Oxfam, PSI, Save the Children, UNICEF, and the World Food Programme. Their objective is to improve hygiene, sanitation, access to clean drinking water, basic nutrition, and enhance self-esteem. Their overall goal is to help more than one billion people improve their health and well-being. Their mission is “to create a better future every day, with brands and services that help people feel good, look good, and get more out of life” .
The mission of Unilever is what guided us to create this advertising campaign. Keeping in mind a better future, trustworthy products and strong relationships with consumers is what we believe will make our campaign successful. Social media is a major part of how Unilever interacts with both consumers and partners, which encompasses two of our primary objectives in this campaign.
Dove
The Dove personal care brand is owned by Unilever and was first launched in 1955. Their creative strategy and sales have been consistent since the original launch.
Dove is considered the world’s top cleansing brand (Dove Social Mission). Dove offers a product line that ranges from skin care, hair care, body lotions, hand creams, body wash, bar soap and deodorant for both women and men.
Brand History
Dove. 60 years ago, it was a beauty bar offering a revolutionary new formula containing 1/4 cleansing
November 20, 2014
Student ID#10041441
MAN 71
Professor Moon
Unilever
Unilever, the parent company of Dove has more than 400 brands, 12 of which generate sales that exceed $1.3 billion a year. More than 171,000 people are employed at Unilever, and their company mission stresses sustainability, responsibility, innovation, and minimizing waste . Environmental responsibility is a huge aspect of what this advertising strategy will emphasize. One of our four primary objectives is to increase the awareness of what Unilever’s products have achieved in terms of environmental initiatives.
The Unilever Foundation is currently partnered with Oxfam, PSI, Save the Children, UNICEF, and the World Food Programme. Their objective is to improve hygiene, sanitation, access to clean drinking water, basic nutrition, and enhance self-esteem. Their overall goal is to help more than one billion people improve their health and well-being. Their mission is “to create a better future every day, with brands and services that help people feel good, look good, and get more out of life” .
The mission of Unilever is what guided us to create this advertising campaign. Keeping in mind a better future, trustworthy products and strong relationships with consumers is what we believe will make our campaign successful. Social media is a major part of how Unilever interacts with both consumers and partners, which encompasses two of our primary objectives in this campaign.
Dove
The Dove personal care brand is owned by Unilever and was first launched in 1955. Their creative strategy and sales have been consistent since the original launch.
Dove is considered the world’s top cleansing brand (Dove Social Mission). Dove offers a product line that ranges from skin care, hair care, body lotions, hand creams, body wash, bar soap and deodorant for both women and men.
Brand History
Dove. 60 years ago, it was a beauty bar offering a revolutionary new formula containing 1/4 cleansing
References: 50 Years of Dove: The Story of a Brand (1955-2005). (n.d.). Retrieved from http://www.mediabistro.com/portfolios/samples_files/9bJKVI0M6lMEDNp8z8hOlCQTt.pdf Dove Campaign for Real Beauty Case Study Innovative Marketing Strategies in the Beauty Industry Dove Bar/Body Wash. (2012) Retrieved from http://www.dove.us/Products/Bar-Body-Wash/default.aspx Dove Campaign for Real Beauty Eco-efficiency in Manufacturing. (2013). Retrieved from http://www.unilever.com/sustainable-living/ourapproach/eco-efficiencyinmanufacturing/index.aspx Introduction to Unilever It Pays to Buy Store Brands. (2009, October). Retrieved from http://www.consumerreports.org/cro/magazine-archive/october-2009/shopping/buying-store- brands/overview/buying-store-brands-ov.htm Lain Lopez, K. (2010, May 6). Dove Evolution [Web log message]. Retrieved from http://advertisingfinal.wordpress.com/2010/05/06/dove-evolution-2/ Reader, W Unilever: Our brands, Heritage, and Mission. (2013). Retrieved from http://www.unilever.com/brands-in-action/detail/Unilever--our-brands--heritage-and- mission/292397/?WT.contenttype=brands in action