Darbas:
areas to help skin feel firmer and reduce the appearance of cellulite in two weeks." Many critics asked a question: Is cellulite not a natural thing, is it not a real thing or real beauty (http://dir.salon.com)? Dove brand was famous for using real-life models with imperfect bodies in their ads and it was known for challenging today's stereotypical view of beauty and inspiring women to take great care of themselves. But why did they advertised cream that had zero health value and was just an expensive and temporary Band-Aid for a "problem" that the media had told us we had with our bodies.Dove Marketing Lessons
After all praises and critics Dove met, this campaign for real beauty is a great example of marketing. They had a lot of energy and were prepared to transform our culture's most fundamental ideas of what beauty is.
People who are working with Dove campaign say that the most important thing in branding the product is to work together with consumers, to hear what they really want and to fell what they really need.
Dove even gives seven branding lessons that helped them to succeed and maybe will help for others:
• Survey the world.
• Discover the trend or the impulse that could serve the brand.
• Assess the downside risks to which the brand is exposed.
• Establish a time table that shows the growth of the trend.
• Establish the moment to get in.
• Partner with the enthusiasts of the trend.
• Make your move (http://www.cultureby.com)
It is difficult to go against the old stereotypes that and it is hard to teach people to think about everything in another, new way.
The public's perception of beauty greatly differs from what it has been taught. Most people are taught to look at inner beauty, but we are constantly bombarded with images of things that are externally beautiful. So how can we be expected to look at the inner beauty of a person, when we see so much external beauty every day?
Dove not only asked these questions but tried to answer them and create another meaning of word “beautiful”
Sources
1. Dove (Soap). Read 2008 04 03. Source: http://en.wikipedia.org/wiki/Dove_(soap)
2. A brand that keeps to its clinically proven promises . Read 2008 04 03 . Source: http://www.unilever.com/ourbrands/personalcare/dove.asp
3. Only Two Percent of Woman Describe Themselves as Beautiful: New Global Study Uncovers Desire for Broader Definition of Beauty. Read 2008 04 01. Source: http://www.campaignforrealbeauty.com/press.asp?section=news&id=110
4. Dove “The Campaign for Real Beauty”, Business Situation and Campaign Objectives. Read 2008 04 05. Source: http://www.thearf.com/downloads/awards/studies/Dove_2007_Ogilvy_Case_Study.pdf
5. Natalia Williams, Dove: Brand Beautiful. Read 2008 04 05. Source: http://www.strategymag.com/articles/magazine/20051101/dove.html
6. About the Dove Self Esteem Fund. Read 2008 04 05. Source: http://www.campaignforrealbeauty.com/dsef07/t5.aspx?id=7316
7. Creativity Awards 07 Grand Prize Winner: Dove "Evolution". Read 2008 04 05. Source: http://creativity-online.com/?action=news:article&newsId=119085§ionId=the_creativity_awards
8. "Real beauty" -- or really smart marketing? Read 2008 04 05. Source: http://www.cultureby.com/trilogy/2007/02/7_branding_less.htm
Komentarai