Brief Description: This paper shows how Dove rejected the conventions of its category and popular cultural beliefs to forge a strong connection with its customers and increase sales. Evidence suggested that projecting images of perfect beauty had a negative impact on a woman’s self esteem. Dove broke its category norm to ‘make women feel beautiful everyday by inspiring them to take greater care of themselves.’ The ‘Big Ideal’ campaign engaged consumers by using women of all shapes, sizes, ages and races to project a more accessible notion of beauty, primarily through TV, PR and sponsorships. It generated $38 million in sales revenue and payback of US$3 for every US$1 spent; ---(TAGS)--- Full Title: Dove's big ideal - from real curves to growth curves; Number:2008/29; Brand: Dove; Client: Unilever; Product Category: Cosmetics & Toiletries (Haircare) ; Cosmetics & Toiletries (Skincare) ; Cosmetics & Toiletries (Bath additives/soaps) ; Cosmetics & Toiletries (Deodorants); Agency: Ogilvy Advertising, MindShare; Author: Nicolette Robinson, Haruna McWilliams, Felix Bullinger, Clay Schouest, Simeon Duckworth; Prize Winners: Silver (Adworks ref: Advertising Works 17)