Copy History Analysis
Brand: Dove
By: Haley Awker
MKTG 4721 Section 2
Advertising and Marketing Communications
Dr. Marat Bakpayev
Copy History
Dove is a personal care brand that aims to provide consumers with effective beauty products that enhance one’s natural beauty. Their products include deodorants, body washes, lotions, hair care, and facial care. In 2004, Dove sought to change the way they sold their product and they wanted to achieve this by trying to influence societal notions about beauty. Following this idea, Dove launched a global campaign called “Campaign for Real Beauty” which quickly moved them from the soap aisle to the beauty aisle. The mission of the campaign was to help women acknowledge what attributes already make them beautiful rather than remind them of what they need to improve their attractiveness. A string of emotion-filled advertisements on television and billboards about reinventing beauty standards came from this campaign.
To get the conversation started, Dove posted an ad on a billboard (on right) in Toronto where traffic was typically standstill. The billboard presented an image of a curvy woman and asked if she was fat or fit. Drivers could text in their response and the results showed that 52% of …show more content…
Dove’s dedication to making their brand relatable to their consumers are what make their consumers loyal to their brand. They achieve brand awareness because they can create associations for a wide range of people which attaches consumers to their brand. They also achieve a good perceived quality because there is a positive attitude around their brand because of this campaign. Dove has built a strong brand image and what sets them apart is they didn’t just talk about the change they wanted to make – they actively tried to change their image by educating consumers and putting their money behind a cause they believed
Brand: Dove
By: Haley Awker
MKTG 4721 Section 2
Advertising and Marketing Communications
Dr. Marat Bakpayev
Copy History
Dove is a personal care brand that aims to provide consumers with effective beauty products that enhance one’s natural beauty. Their products include deodorants, body washes, lotions, hair care, and facial care. In 2004, Dove sought to change the way they sold their product and they wanted to achieve this by trying to influence societal notions about beauty. Following this idea, Dove launched a global campaign called “Campaign for Real Beauty” which quickly moved them from the soap aisle to the beauty aisle. The mission of the campaign was to help women acknowledge what attributes already make them beautiful rather than remind them of what they need to improve their attractiveness. A string of emotion-filled advertisements on television and billboards about reinventing beauty standards came from this campaign.
To get the conversation started, Dove posted an ad on a billboard (on right) in Toronto where traffic was typically standstill. The billboard presented an image of a curvy woman and asked if she was fat or fit. Drivers could text in their response and the results showed that 52% of …show more content…
Dove’s dedication to making their brand relatable to their consumers are what make their consumers loyal to their brand. They achieve brand awareness because they can create associations for a wide range of people which attaches consumers to their brand. They also achieve a good perceived quality because there is a positive attitude around their brand because of this campaign. Dove has built a strong brand image and what sets them apart is they didn’t just talk about the change they wanted to make – they actively tried to change their image by educating consumers and putting their money behind a cause they believed