Brand Communication: What is beautiful

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 CampaignWhy redefine beauty?

• 2005 Dove Global Study
• Commissioned by Dove to explore self-esteem and
  the impact of beauty ideals on both womens and
  girls lives.
• Findings
• Women strongly agree that the media and
  advertising set an unrealistic standard of beauty
  that most women cant 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.

4
Doves 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
Doves CampaignEffective Brand Communication?

• TV adno product
• Touchpointsany 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 womens body image?
• . . . a marketing campaign can be both
  altruistic and effective at growing sales. If it
  touches womens hearts, it will workSilvia
  Lagnado, Doves 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 Im pathetic." Jane. May. 2006