This presentation covers my point of view on Dove's famous campaign- Real Strength

1. Dove’s Men + Care: Real Strength Campaign
Digital Digest 2
Submitted To:
Prof. Margo Bock
Margo.bock@senecacollege.ca
Submitted By:
Bhakti Kapoor
129992194
MKM915 MMS
Bkapoor2@myseneca.ca
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2. About the parent company: UNILEVER
1. Unilever is a British Dutch
transnational consumer goods company co-
headquartered in London, England,
and Rotterdam, Netherlands.
2. Its products include food, energy drink, ice
cream and beverages (about 40 percent of its
revenue), cleaning agents, beauty products,
and personal care products.
3. It owns over 400 brands, with a turnover in 2017
of 53.7 billion euros, and thirteen brands with
sales of over 1 billion euros.
4. Some of its popular brands are-
Unilever is one of the world’s leading consumer goods companies,
making and selling around 400 brands in more than 190 countries.
Unilever’s Overview Important Key Figures
1. Revenue of Unilever Group worldwide
50,982m Euro
2. Projected revenue of Unilever group worldwide
by 2020
67.88bn USD
3. European revenue share of Unilever Group
27%
4. Operating profit of Unilever Group worldwide
6,514m Euro
5. Brand value of DOVE as leading personal care
brand
6.51bn USD
6. Fifth leading brand in the US
DOVE Advance Care
7. Revenue of Unilever in the US
8,305m EURO 2

3. About the brand: DOVE
Dove is the largest premium brand for Unilever with Rs 400 crore
in sales.
Company Profile
•A personal care brand created by Dutch
multinational in 1957, Dove is sold in more
than 80 countries worldwide.
•Originally a soap-only brand, Dove now
offers a wide range of products across the
personal care market including soap, facial
cleansers, deodorants and hair care.
Customers
•Customers of the brand are in the age group
of 15-50 years majority of the customers
targeted by the brand are female, young and
independent working women.
•These customers are affluent and always
want to use only those products which have
minimal or no chemical effects on the body/
Hair.
Competitors
Beauty Segment Baby Products
•Olay
•Nivea
•Loreal
•Lancome
•Neutrogena
•Estee Luader
•Johnson &
Johnson
•Himalaya
Soaps
•Lux
•Pears
3
4104
4822 4847 4932
0
2000
4000
6000
2016 2017 2018 2019
BrandVALUEIN
MillionUSDollar
Years
Mission- “To ensure that the next generation grows up enjoying a positive relationship with the way they look—helping
young people raise their self-esteem and realize their full potential.”
Vision- “To help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and
realize their full potential
This statistics presents brand value of
Dove worldwide from 2016 to 2019
with the growth from 4104 in 2016 to
1932 in 2019

4. 4
About DOVE’s Campaign
Dove Men + Care: Dove Dads for Strength
#RealStrength Campaign
Dove Men + Care has launched Dove Dads for Real Strength, a
campaign timed to coincide with the 2015 Super Bowl,
celebrating an evolved vision of masculinity.
The ‘Real Strength’ campaign celebrates the caring character of
today’s men, recognizing how care makes them stronger.
The commercial celebrates men who embrace their caring side,
which is no longer antithetical to being strong, but is instead the
hallmark of modern, well-rounded masculinity.
The brand’s strategy is carved with the essence of ‘care’ & ‘real’. And most of the Dove Men+Care Campaigns adhere to this notion and
portray it meticulously with the brand’s tone.
Men Centric Campaigns have gradually contributed to the transformation of the traditional image of men, and Dove Men+Care is one of the
contributors to this transformation.
The promotion of their products with subtle but ideal product integrations maintain an apt brand connect. Also, they do not shy away from
putting their product integration in the backseat, when a campaign has to be treated as a piece of content that represents an initiative.
The commercial is targeted at men ages 18-55, and aims to evoke positive emotions by successfully utilizing an emotional appeal to
fatherhood.
The purpose of this ad goes beyond selling a product, but to make an emotional appeal and cultural shift, that the masculine thing to do is
care. "90 percent of men around the world say that their caring side is part of their masculinity and strength,“

5. 5
About DOVE’s Campaign
Dove Men + Care: Dove Dads for Strength
#RealStrength Campaign
The campaign uses the hash tag #RealStrength to reinforce the idea that “Care makes a man stronger.” The next text reads, “showing that
he cares,” followed by a quick display of the Dove Men +Care products, and closing with the request for you to “share how care makes
you stronger. #RealStrength.”
The ads purpose is show that caring doesn’t make you any less of a man, and to get men talking about how a caring man is a strong
masculine man.
This ad moves away from the trend of advertising hyper-masculinity to men. Dove Men+Care is taking advantage of the rise in the use of
beauty products in men, and appealing to men’s caring sides. Instead of questioning a man’s masculinity this ad aims to protect it.
Establishing that the masculine thing to do is care, and this is how a real man acts.
This ad makes the assumption that caring is part of a man’s masculinity and strength. Although the commercial featured mostly white
people, they did show dads and children of all races. And everyone in the commercial is shown as having a positive relationship with their
father. This commercial choose to move away from the buffoon dad archetype, displayed in much of today’s media, and instead displays
good caring fathers. The assumptions shift from a direct dad appeal, in the original fathers day version of the commercial, to real men
care, in the super bowl version. Not only does this ad make the assumption that caring is part of what makes a man, it makes assumptions
about the role fathers play in their children’s lives.

6. 6
My point of view
Insights from the Real Strength Campaign
•This commercial has a positive message, telling men they can be sensitive, caring,
and good dads, all well holding on to their masculinity. And not only keeping their
masculinity, this commercial is telling men that being a caring father makes you more
of a man. A man is someone who is there for his family, not just someone who
provides, but someone who cares. This ad has a specific call for action, using
#RealStrength, asking men to start the conversation on how being a caring man has
made them a stronger man.
•By going against the trends of hyper masculine advertising toward men, Dove
Mens+Care has marketed their products as things real caring men use. This ad not
only celebrates fatherhood, but more importantly strives to change the way society
views masculinity, #RealStrength
•The video is inspiring and provokes good feeling which definitely would have a
positive effect when it comes to buying personal care products. The perfect campaign
works on subconscious level and that is exactly what the brand tried and did
successfully

7. Citation
• Bhasin, Hitesh, and Graham Nesselrode. “Marketing Strategy of Dove - Dove Marketing
Strategy.” Marketing91, 16 June 2018, www.marketing91.com/marketing-strategy-of-dove/.
• “Dove - Company Profile.” Global Cosmetics News, 8 Jan. 2020, www.globalcosmeticsnews.com/dove-
company-profile/.
• “Dove Dads for Real Strength.” The Inspiration Room, 13 Sept. 2019,
theinspirationroom.com/daily/2015/dove-dads-for-real-strength/
• “Dove Showing Real Men Care.” The Ad Freaks, theadfreaks.blogspot.com/2015/04/dove-showing-real-men-
care.html.
• Lall, Meghna, et al. “How Dove Men Care Campaigns Got Masculinity Right.” Social Samosa, 19 Nov. 2019,
www.socialsamosa.com/2019/11/dove-mencare-campaigns-masculinity-right/.
• “About Us.” Unilever Canada, www.unilever.ca/about/.
• Duncan, Eric. “Topic: Unilever.” Www.statista.com,
www.statista.com/topics/1397/unilever/#dossierSummary__chapter4
• “Unilever.” Wikipedia, Wikimedia Foundation, 14 Feb. 2020, en.wikipedia.org/wiki/Unilever.
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