Case | HBS Case Collection | October 2007 (Revised March 2008)

Dove: Evolution of a Brand

by John A. Deighton

Abstract

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches 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 like YouTube, to manage controversy.

Keywords: History; Expansion; Marketing Strategy; Social Marketing; Online Advertising; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry;

Citation:

Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.)