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Prize winner
Case
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Reference no. 9-508-047
Subject category: Marketing
Authors: John Deighton
Published by: Harvard Business Publishing
Originally published in: 2007
Version: 25 March 2008
Length: 13 pages
Data source: Field research
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video https://cb.hbsp.harvard.edu/cbmp/product/508047-PDF-ENG

Abstract

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy.

Time period

The events covered by this case took place in 2007.

Geographical setting

Region:
Americas
Country:
United States

Featured companies

Unilever
Industry:
Personal care products
Dove
Turnover:
USD 50 Billion
Industry:
Personal care products

About

Abstract

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy.

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Time period

The events covered by this case took place in 2007.

Geographical setting

Region:
Americas
Country:
United States

Featured companies

Unilever
Industry:
Personal care products
Dove
Turnover:
USD 50 Billion
Industry:
Personal care products

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