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Evolution of a brand

Presented by:

Pascal LakraPoushali MukherjeePoonam Horo

Sector – Fast moving consumer goods

Company – Unilever

Product – Dove

Service – Personal care

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SCPS

FMCG sector is the fourth largest sector in the INDIAN economy.

FMCG sector is expected to grow from US$ 30 million in 2011 to US$ 74 million in 2018

Leading products in the market are: Food products which constitutes about 43 percent of the overall

market Personal care which constitutes about 22 percent and Fabric care around 12 percent Average INDIAN spends around 8% of the income on personal

care products3

Sector Information

What is Dove?

Dove is a “cleansing” brand in health and beauty care sector owned by Unilever.

What is Unilever?

Unilever is a leading global manufacturer of packaged consumer goods, operates in the food, home, and personal care sectors of the economy.

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Unilever was formed in 1930

The U.K.-based Lever Brothers combined with the Dutch Margarine Unie

A logical merger given that both companies depended on palm oil, one for soaps and the other for edible oil products

How was Unilever formed?

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Revenue of Unilever 2007 – 40.187 billion Euros

2011 – 46.467 billion Euros

2015 – 53.272 billion Euros

Revenues

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Breakup of the Revenue

2007 2011 20150

10,000

20,000

30,000

40,000

50,000

60,000

11,302 15,471 20,074

13,98813,986

12,9197,6008,804

10,1207,2978,206

10,159

Personal Care Foods Refreshments Home Care

in b

illio

n Eu

ros

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Unilever had organized the work of marketing in a manner similar to its main competitor, Procter & Gamble, known as the brand management system.

Within a product category the firm often offered multiple brands, each led by a brand manager.

In effect, each brand operated as a separate business, competing with its siblings as well as the products of other firms.

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Brand management

Global decentralization brought problems of control

Company’s brand portfolio had grown is a relatively laissez-faire manner

Unilever lacked a global identity

Need for few brands

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The 1957 launch advertising campaign for Dove was created by the Ogilvy and Mather advertising agency. The message was, “Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream.”

The term “cleansing cream” was replaced with “moisturizing cream”—but Dove stayed with the claim not to dry skin, and the refusal to call itself a soap, for over 40 years.

Introduction of Dove

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Pre-campaign survey

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Silvia Lagnado, global brand director for Dove, led a worldwide investigation into women’s responses to the iconography of the beauty industry

Unilever tapped Nancy Etcoff of Harvard Uniersity psychiatrist working at Massachusetts General Hospital and Suzy Orbach a London based psychotherapist known to have treated Lady Diana

Survey was done on 3000 women in 10 countries and the response of the women describing themselves beautiful were low

Natural

Average

Attractive

Feminine

Good-looking

Cute

Pretty

Beautiful

Sophisticated

Sexy

Stunning

Gorgeous

0% 5% 10% 15% 20% 25% 30% 35%

31%

25%

9%

8%

7%

7%

7%

2%

1%

1%

1%

0%

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Self-descriptors for one’s looksTotal respondents

BRA ARG USA

CAN GBR

ITA FRA NLD

PRT JPN

Women who are beautiful have a greater opportunities in life

68% 52% 44%

28% 37%

50%

49%

40%

50%

39%

Physically attractive women are more valued by men

69% 60% 59%

51% 50%

63%

71%

40%

73%

57%

The media and advertising set an unrealistic standard of beauty that most women cannot ever achieve

66% 77% 81%

69% 74%

80%

72%

72%

62%

20%

I wish the media did a better job of diverse physical attractiveness – age, shape and size

91% 86% 80%

75% 75%

81%

77%

69%

66%

41%

Beauty can be achieved through attitude, spirit, and other attributes that have nothing to do with physical appearance

88% 82% 87%

82% 64%

76%

74%

72%

81%

57%

I do not feel comfortable describing myself as beautiful

40% 49% 44%

35% 54%

45%

41%

34%

36%

41%

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Study highlights

Earlier dove advertisements were shown as soaps to be old fashioned and dove came with cleansing toilet bar, with one-quarter cleansing cream.

Being one-quarter cleansing cream dove creams the skin while bathing.

To prove that dove leaves skin smooth and cool and milder they had an add of a woman trying normal soap on one side and applying dove on another.

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Start of campaign

First step

Hired British photographer John Rankin Waddel

Tick box campaign

Billboards asking people to vote on any one opinion showing the real time votes on the billboard

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A brand with a point of view

Second step

The Firming campaign

Featuring six real women cheerfully posing in plain white underwear

Dove marketing director for U.S., Kathy O’Brian told the press that the company wanted the ads “change the way society views beauty,” and “provoke discussions and debate about real beauty”

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Third step

As the dove leadership team suggested to engage executives in the idea behind the “Campaign for Real Beauty” by filming their own daughters discussing their self esteem challenges

The Ogilvy and Mather advertising agency quickly turned the idea behind the film to ad

Showing a young girl with caption “Hates her freckles” and another an Asian pre-teen with caption “Wishes she were blond”

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Fourth step

It was not and advertisement, but a film

Ogily and Mather developed a 112-seconds film to drive traffic to the workshops

The resulting digital film was known as “Evolution”

Showing the face of a young woman as cosmetics, hair styling and Photoshop editing transformed it to plainness to billboard glamour.

This video was posted on YouTube18

Unilever crafted a mission statement to serve as an anchor to the variety of creative initiatives that unified “The Campaign for Real Beauty”. The statement read:

Dove’s mission is to make more women feel beautiful ever day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.

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The campaign for Real Beauty The campaign had touched a nerve with the public Dove emphasized on more women feeling beautiful instead of

woman feeling more beautiful. Declarations by fathers to daughters on self esteem Dove endorsement stand against stereotypes of beauty People sharing videos and posting on Youtube ,Google etc

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Conclusion

Dove was able to understand the feelings at the core of their audience. They connected on an emotional and personal level with women of many nationalities, races, beliefs, sizes and ages

Dove became the trendsetter, innovator and a breath of fresh air in the beauty industry

Dove challenged the industry to see women as they really are: beautiful in their own unique way

The Campaign for Real Beauty shattered the stereotype of the size zero,

blonde, perfect model

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Suggestions

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