In this PPT you will find the IMC campaign

1. Dove: Redefining Beauty
How Dove reached a larger audience by
communicating a new standard of beauty in its
advertising. ROBIN JADHAV
PGCM-4

2. “True Colors” Commercial
Campaign for Real
Beauty TV Ad
• 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.
•Within 10 minutes of the ad airing, 7,000
people visited the website promoted in the ad,
www.campaignforrealbeauty.com

3. 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.

4. 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

5. Dove’s Campaign—Effective Brand
Communication?
• TV ad—no product
• “Touch points”—any situation in which the customer
comes in contact with a brand or company
• Company-created touch point
• 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 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