Transcript Brand Communication: What is beautiful?

Dove: Redefining Beauty
How Dove reached a larger audience by
communicating a new standard of beauty in its
advertising.
“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
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.
Only 13% 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.
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
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?
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
Sources Used
•
http://www.usatoday.com/money/advertising/admeter/2006-02-05super-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