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'


'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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands