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Dove: Redefining Beauty

Dove: Redefining Beauty. How Dove reached a larger audience by communicating a new standard of beauty in its advertising. “True Colors” Commercial.

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Dove: Redefining Beauty

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  1. Dove: Redefining Beauty How Dove reached a larger audience by communicating a new standard of beauty in its advertising.

  2. “True Colors” Commercial • 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. Campaign for Real Beauty TV Ad • Within 10 minutes of the ad airing, 7,000 people visited the website promoted in the ad, www.campaignforrealbeauty.com

  3. Behind the Campaign—Why redefine beauty? • 2005 Dove Global Study: • Commissioned by Dove to explore self-esteem and the impact of beauty ideals on both women’s and girls’ lives. • Findings: • “Women strongly agree that “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve.” More than two-thirds of women globally expressed this viewpoint in a recent worldwide study. • Only13% of women are very satisfied with their body weight and shape. • Only 2% of women around the world consider themselves beautiful, and more than half of women say their bodies disgust them.

  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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