More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9B14A012
Subject category: Marketing
Authors: Matthew Thomson (Ivey Business School, Western University); Emily Goldberg (Ivey Business School, Western University); Ben Gottlieb (Ivey Business School, Western University); Samantha Landy (Ivey Business School, Western University); Samuel Solomon (Ivey Business School, Western University); Lindsay Sittler (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2014
Version: 2014-05-14
Length: 6 pages
Data source: Published sources
Topics: Advertising; Canada; Marketing
Share a link: https://casecent.re/p/121954
| No reviews for this item
View our pricing guide or login to see prices.

Abstract

This case discusses the future of the Dove brand and what type of advertising it should use moving forward. The brand has previously launched the Dove Real Beauty Campaign, which focuses on widening the definition of beauty. Students are given the history of the campaign and are asked to assess various options for the Dove brand.
Location:
Canada
Industry:
Manufacturing
Size:
Large
Other setting(s):
2014
Teaching note
-
Reference no. 8B14A012
Subject category: Marketing
Authors: Matthew Thomson (Ivey Business School, Western University); Emily Goldberg (Ivey Business School, Western University); Ben Gottlieb (Ivey Business School, Western University); Samantha Landy (Ivey Business School, Western University); Samuel Solomon (Ivey Business School, Western University); Lindsay Sittler (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2014
Version: 2014-05-14
Length: 7 pages
Data source: Published sources
View full details

About

Abstract

This case discusses the future of the Dove brand and what type of advertising it should use moving forward. The brand has previously launched the Dove Real Beauty Campaign, which focuses on widening the definition of beauty. Students are given the history of the campaign and are asked to assess various options for the Dove brand.

Settings

Location:
Canada
Industry:
Manufacturing
Size:
Large
Other setting(s):
2014

Related

Teaching note
-
Reference no. 8B14A012
Subject category: Marketing
Authors: Matthew Thomson (Ivey Business School, Western University); Emily Goldberg (Ivey Business School, Western University); Ben Gottlieb (Ivey Business School, Western University); Samantha Landy (Ivey Business School, Western University); Samuel Solomon (Ivey Business School, Western University); Lindsay Sittler (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2014
Version: 2014-05-14
Length: 7 pages
Data source: Published sources
View full details