Dove Real Beauty Sketches Campaign
(6 pages of text)
This case discusses the future of the Dove brand and what type of advertising it should use moving forward. The brand has previously launched the Dove Real Beauty Campaign, which focuses on widening the definition of beauty. Students are given the history of the campaign and are asked to assess various options for the Dove brand.
The purpose of the case is to teach students about the characteristics that contributed to the success of the Dove Campaign for Real Beauty, specifically with the “Dove Real Beauty Sketches” video, and to explore the non-traditional techniques used to achieve said success. This case is intended for advertising and/or marketing classes.
Canada, Large, 2014
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