30 years of advertisements

1950’s 1970’s

First comparitve ad
Differentiates itself The visual of cream
as a bathing bar pouring into the
instead of soap bar is still used as
Focuses on the an imagery to
experience of represent
bathing as a whole mosturising.

1960’s

Focuses on being
conceived as
feminine and an
indulgence to
pamper onself
 EARLY GLOBAL TIMELINE
1950’s 1960’s 1970’s
1994 INDIA The initial foray of
dove into india in
1991 was seeped
heavily with the same
kind of core vision ,
That is to promote
dove as a mosturising
bathing bar much like
the U.S adverts of
1950-1970’s
INDIAN TV AD
THE HALF YOUR FACE ADVERTISEMENT
THE 7 DAY DOVE
CHALLENGE
With the 7 day challenge dove adopted
the marketing strategy of customer
interaction.
this included recording actual
experiences of consumers after using
dove
 Dove reinvented itself from a
beauty brand to a personal
care brand

This was done to help break

the brand from the monotony
of more or less identical
CAUSE advertisements (lux,pears etc)

MARKETING
THE REAL BEAUTY CAMPAIGN
EVOLUTION
Strikes a chord with
every woman who has
felt disconsolate by the
portrayal of ‘perfect
woman’ in mass media

Hitting hard on
the pre
established media
versiond of beauty
ONSLAUGHT

Appeals to the
motherly
instinct of
protecting
daughters from
the ugly realties
of becoming
beautiful
AMY

Most importantly
sparks a debate
over the real
meaning of beauty
BEAUTIFUL OR NOT ?
PLACES TO VISIT

This was one of the videos that i was

shown in a leadership workshop,
which made me realize, just how
harshly we measure ourselves to that
glorified version of beauty
And more importantly that inspite of all
the flaws I was perhaps beautiful (to
others at least)
I was just one among the crowd of
about hundred girls in that workshop
and I can safely say the video had
similar effect on the majority of us
The sheer impact of this one video
could adequately summarize the effect
that the real beauty campaign had on
the brand dove
GOVERNMENT
Dove did something absolutely ingenious with
its advertisements, it repositioned itself as the
good brand while automatically repositioning
other brands as bad for promoting a majorily
distorted idea of beauty.