Summary

This paper shows how Dove rejected the conventions of its category and popular cultural beliefs to forge a strong connection with its customers and increase sales. Evidence suggested that projecting images of perfect beauty had a negative impact on a woman’s self-esteem. Dove broke its category norm to ‘make women feel beautiful everyday by inspiring them to take greater care of themselves’. The ‘Big ideal’ campaign engaged consumers by using women of all shapes, sizes, ages and races to project a more accessible notion of beauty primarily through TV, PR and sponsorships. It generated US$38 million in sales revenue and a payback of US$3 per every US$1 spent.

Judge’s comment

The Dove case showed the fantastic impact that marketing can have when you start with a great insight. This was sold into the business and enabled it to change the brand’s position without changing the product, which is the essence of good marketing.

Jo Kenrick, marketing and customer proposition director, B&Q