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Dove Pr Analysis

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Dove: Evolution of a Brand

Nowadays Dove is one of the most recognizable bands all over the world. It is a leading global company providing different kinds of consumer goods in the beauty market segment. Its first product was beauty bar, which contained moisturizing elements. They reached their popularity claiming that their milder soap does not to dry the skin as the simple soap do and it is premium for the every day usage. In their advertising campaign they brought into playing natural looking women to transmit to the audience the functional benefits their products. Since 1950´s and until 2000´s in their marketing strategy they used traditional communication tools. They were advertising through television, newspapers and magazines, billboards. Thus they were able to impose a tight control over the main point of the idea transmitted to consumers. Dove’s transformation into a Masterbrand led to a search for a point of view that would broaden the meaning for the brand beyond a straight focusing on its functional benefits. The solution was found in after a women´s survey in different countries and was concluded in the statement that the present perception of beauty has been distorted by media. As a result «The Campaign for real beauty» was launched in order to improve the women´s self esteem but first of all to increase the brand awareness by provoking public interest. In their ads oversized and elder models were used in attempt to break the stereotypes and encourage women to feel beautiful from inside at every age and weight. That was the completely brand new strategy, which put on the first place public discussions and people´s concernment. It was a shift from the traditional advertizing tools they used previously, to digital media, YouTube and blogs. The film «Evolution» was launched on YouTube, which had been viewed by 3 million visitors...

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