Dove “the campaign for real beauty”

The case study can not exceed 5 written pages in 11 point font. The case study should explain the business opportunity and objectives, the research story behind campaign development, a description of the campaign, and proof of business results (please see Entry Kit for more details). Proprietary data can be disguised. Winners are able to submit an alternate version of the case study excluding sensitive information for use in public communications.

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

1. Business Situation

Dove was launched in the USA in 1957 as a bar of soap. Over the next 40-odd years it grew steadily by expanding into other countries and other 'personal care' categories – including body wash, hair care, facial cleansing and moisturizing – until, by 2004, soap represented less than half its sales.