EVOLUTION OF A BRANDcase study

PRODUCT

Formed in 1930,Anglo-Dutch merger

Lever brothers Margarine Unie

By 1980,• Reduced palm-oil dependence• Globalized market

Later GLOBAL DECENTRALIZATION

Brand portfolio grew in laissez-faire manner

By 2000,More than 1600 brands

• Problem of control

• No unified global identity (checkered)

Feb 20005 year strategic plan

PATH TO GROWTH

1600 brands

400master brands

OWN GLOBAL BRAND UNIT

1957Launched

Cleansing cream

Moisturizingcream

Beauty bar With

Functional superiority

2000Masterbrand

ADVERTISEMENTS

SILVIA LAGNADO ?

Global brand director for DOVE

PROBLEM

NEW BRAND DEFENITION

Functional superiority Different for different products

Search for DOVE’S point of view• Exploratory market research

• Consultation with experts

• Consultation with women

• Message testing

CAMPAIGN

FOR

REAL BEAUTY

Iconography For beauty industry

Young White Blond Thin

UNATTAINABLE

STANDARD

For general women

Lagnado’s hypothesis

Women in general

Taunted by ads

Featuring

Beauty icons

Lagnado’s hypothesis

Unilever survey resultsof 3000 women in 10 countries

NEW BRAND DEFINITIONMore women feeling beautiful

Change the idea of beauty

In 4 stages ofadvertisements

Level 1TICK-BOX billboards CAMPAIGN

• Ordinary people as supermodels• Real time vote: outsized/outstanding

Level 2:

FIRMING CAMPAIGNDebate on real beautySkin-firming cream

Level 3: Executive’s daughters discussing their

self-esteem

challenges

Level 4:112 seconds film “ Evolution”

Popularized on YouTube

Consumer point of view

Media planning

BREAK EVERY RULE

RESULTS

DOVE in top 10 brands in health & business value

Growth of $1.2 billon

As part of internship under Professor Samir MathurIIM Lucknow

Presented byShriya SinghIIT Kanpur