Dove Campaign for Real Beauty: Case Study

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Dove Campaign for Real Beauty Caser Study Question 1 The Campaign for Real Beauty launched by Dove in 2004 had the ultimate aim of re-launching the brand in order to increase sales in a product line that was suffering a decline. The campaign objectives sought to differentiate the brand from other competing products, in a way that was meaningful to the target market in order to attract the target market when women between the ages of 30 and 39 years of age, who had not yet started using skin firming products. In maybe argued that seeking to attract consumers who are relatively new to market was advantageous, as there was the potential to attract customers who were not already using competing product, and increase the potential to create brand loyalty. It has been noted that where individuals try one particular brand, which they feel meets their needs, both practical and psychological, they are less likely to seek out other brands, and there is the potential to create brand loyalty (Hooley et al, 2007). The key to the success of the campaign was based on the strategy developed following research in the market. The company found that only 2% of women describe themselves as being beautiful, 47% describe themselves as being overweight, and 68% stated that the medium setting unrealistic and unachievable standards of beauty for women. The objective of the campaign was to increase positive brand associations by questioning the traditional images of beauty. Traditionally

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