Examines the development of the dove of functional brand to a brand with a view to Unilever referred to as an umbrella brand and expanded its portfolio with entries in a range of sectors beyond the original bath soap category cover. The development causes the brand team to take a fresh look at the stereotypes of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media such as yo … Read more »

Examines the development of the dove of functional brand to a brand with a view to Unilever referred to as an umbrella brand and expanded its portfolio with entries in a range of sectors beyond the original bath soap category cover. The development causes the brand team to take a fresh look at the stereotypes of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media such as YouTube, to manage controversy.
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John Deighton
Source: HBS Premier Case Collection
13 pages.
Publication Date: Oct 10, 2007. Prod #: 508047-PDF-ENG
Dove: Evolution of a brand HBR case solution