Dove “the campaign for real beauty”

Dove was originally launched as a bar of soap in 1957. Over the next 40 years, the brand incorporated other personal care categories like body wash, hair care, moisturiser, etc.

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...

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