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Dove: Redefining Beauty

True Colors" Commercial. Campaign for Real Beauty TV Ad. Super Bowl XL, February 5th, 2006- Dove debuts its True Colors commercial. This was the first ever Super Bowl ad that was primarily targeted towards women.. Within 10 minutes of the ad airing, 7,000 people visited the website promoted in th

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Dove: Redefining Beauty

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    4. Dove’s New Definition of Beauty “For too long, beauty has been defined by narrow, stifling stereotypes. Women have told us it's time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages. That is why Dove is launching the Campaign for Real Beauty.”—from campaignforrealbeauty.com

    5. Dove’s Campaign—Effective Brand Communication? TV ad—no product “Touchpoints”—any situation in which the customer comes in contact with a brand or company Company-created touchpoint How does promoting “real beauty” differentiate Dove from other beauty products advertising?

    6. Campaign for Self-Esteem or Campaign for Dove Products? Is this merely a marketing campaign, or does Dove truly care about women’s body image? “. . . a marketing campaign can be both altruistic and effective at growing sales. If it touches women’s hearts, it will work”—Silvia Lagnado, Dove’s global brand director

    7. Sources Used http://www.usatoday.com/money/advertising/admeter/2006-02-05-super-bowl-winner_x.htm http://www.parsintl.com/pdf/8532-WWD-Ryan.pdf http://www.campaignforrealbeauty.com/ Duncan, Tom. Principles of Advertising and IMC. New York: McGraw-Hill Irwin, 2005. Keneally, Scott. "I cry so much, my girlfriend thinks I’m pathetic." Jane. May. 2006

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