THE NEW CAMPAIGN FOR DOVE BRAND

• 1948- New York
• large marketing agency in the world
• Main clients: Coca Cola, IBM, American Express, Unilever

OGILVY & MATHER

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DOVE

• UNILEVER (1894) - London
• The supply of food, home and personal care products
• 3 main competitors: Procter & Gamble, Nestle and Reckitt Benckiser
• Dove (1957)
• Brand Value: US 5,821 million ​

Its products: 190 countries

EEUU English course

BRAZIL Traveling

GERMANY Erasmus

EGYPT Traveling

AUSTRALIA Interchange

CHINA Volunteerism

The new campaign​

Account Advertiser

CHOICE OF CAMPAIGN

Show campaign

Creative

Market research

Agency Strategy

Account advertiser

• COMPETITION
• REPLACE THE OLD CAMPAIGN (2004)

Communicate with the account

Research Dove's issue

DEGREE OR PROFESSIONAL FORMATION

...

Market research

NEGATIVE

Results

76% : the old campaign is hypocritical

13%: satify with their beauty

4%: describe themselves as beautiful

68%: the media sets an unrealistic standard of beauty

75%: wish the media did a better job in portraying the diversity of women

Projects

Specialized course

Volunteering

Hobbies

Extras

Erasmus en Berlín (Alemania)

THE NEW CAMPAIGN

Objective

• Clear emotion
• Entertain customers
• A social experiment

Motivation

• Promote the sales
• Create Dove own value
• Convince 96% they are also beautiful

Practices during the degree

Work in another sector

Real Beauty Sketches

1

2

Gil Zamora- an FBI-trained sketch artist

5-6 women from different ages and ethnicities

3

The strangers who can describe easily the person they meet

Directing the shoot

Compare the description

Draw that women follow the description of the stranger

Draw a woman describing herself

Zil Zamora

The first day

The second day

The third day

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Practices during the degree

Work abroad

Another job in other place