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Dove: From real curves to growth curves - Effectiveness Case study 2008

IPA Effectiveness Awards Case Study

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 Name: Dove ; Client: Unilever ; IPA_ProductCoding: Cosmetics & Toiletries (Skincare) ; Cosmetics & Toiletries (Haircare) ; Cosmetics & Toiletries (Bath additives/soaps) ; Cosmetics & Toiletries (Deodorants) ; Agency: Mindshare ; Ogilvy ; Author: Nicolette Robinson, Haruna McWilliams, Felix Bullinger, Clay Schouest, Simeon Duckworth ;

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