DOVE CASE

Dove is a personal care brand owned

by Unilever.
The world's number 1 cleansing brand with
double-digit growth
Sales of over 2.5 billion a year in over 80
countries
Outsells all other skin care bars combined

Evolution of brand dove
1940

Formula for
Dove Bar
(Mild Soap)
1950

Refined to
original
Dove Beauty
Bar
1960

Launched in
the market
1970

Popularity
Increased as
a milder soap
1980

Leading brand
recommended
by Physicians
1990

Dove beauty
wash
successfully
launched
1995-2001

Extension of
Doves range of
products
The formula for Dove was originally developed
during World War II.
Ogilvy Benson & Mather, promised that "Dove
creams your skin while you wash" and "Soap is
suddenly old-fashioned".
The approach proved hugely successful,
quickly establishing Dove as a core household
brand.
DOVE original Campaigns
UNILEVER CHANGE OF STRATEGY
Global decentralization brought problems of control.
Companys brand portfolio had grown is a relatively laissez-faire manner.
Unilever lacked a global identity.
Product categories had checkered identities.

Embarked on a 5 year strategic initiative Path to Growth:
- Winnowing 1600 brands down
to 400.
- Selected Masterbrands,
mandate to serve as umbrella identities
over a range of product forms.
- Global brand unit for each Masterbrand.

UNILEVER DECIDED DOVE Should stand for a point of view .