Dove's Big Ideal - from real curves to growth curves

This paper tells the story of the ground-breaking Dove `real beauty’ campaign from 2003 to 2007. Dove decided to break not just the rules of its category but also of the wider culture in which we live, realising that a woman’s self esteem is adversely affected by stereotypical images of uniform beauty in the media.

'Dove's Big Ideal-From real curves to growth curves'

INTRODUCTION

'Can a mainstream brand reject the conventions of its category yet still forge a strong enough connection with consumers to make a significant impact and be more profitable?'This was the pivotal question asked of Dove in 2003.

The answer to the question is yes… if at the heart of the brand there is a powerful ideal. Compelling enough to engage and connect with consumers in such a way that they embrace it, talk about it, run with it and make it their own.

The story of Dove since 2003 is one...

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