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...

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