8/3/2019 Doveproiect

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Dove este o marca de ingrijire personala detinuta deUnilever.

Primul produs Dove, un sapun cu o formula revolutionara, care continea o patrime crema

hidratanta si ingredienti de curatare neutri, a aparut pe piata din SUA in 1957. Sapunul-

crema Dove promitea femeilor ca nu le va usca pielea, asa cum fac sapunurile obisnuite.

Femeile l-au incercat si au vazut ca Dove este o marca onesta, care face exact ceea cepromite. Asa a inceput relatia de incredere profunda dintre marca Dove si consumatoarele

sale.

Pe piata romaneasca, Dove s-a lansat in 1997, cu produsul care este, si astazi, "inima

marcii": sapunul-crema care curata si hidrateaza in acelasi timp, mentinand pH-ul si

bariera naturala a pielii impotriva deshidratarii.

Ulterior Dove s-a lansat si pe alte piete, iar de la mijlocul anilor 90 s-a extins si in alte

categorii de produse. Acum Dove este prezent in peste 80 de tari, iar portofoliul sau

cuprinde produse de igiena personala (sapun-crema, geluri de dus, deodorante), deingrijire a pielii (creme, lotiuni, geluri) si a parului (sampoane si tratamente pentru par).

Produsele Dove sunt fabricate nArgentina,Australia,Brazilia,Canada,Germania,

India,Irlanda,Olanda,Thailanda,TurciaiStatele Unite ale Americii. Marca Dove si

nume de brand este in prezent detinuta deUnilever. Logo-ul porumbel este un profil de

silueta a brand-uluiomonim pasre,culoareade care adesea variaz.

Astazi, Dove continua sa fie cel mai bine vandut sapun, iar in paralel, brandul Dove se

mentine in topul celor mai iubite marci. Cele mai recente campanii isi propun sa

redefineasca perceptia asupra frumusetii si sa contribuie la cresterea increderii femeilor inele insele.

Campaniile Dove:

Dove a demarat mai multe campanii cu scopul de a schimba conceptia asupra frumusetii

feminine.Dove acuza conceptia eronata asupra frumusetii femenine si promoveaza

frumusetea naturala. Pentru Dove orice femeie este frumoasa. Ideea centrala a campanie

este ca orice femeie ar trebui sa se considere frumoasa si orice femeie ar trebui sa se

simta bine in pielea ei

Manifest pentru frumusetea adevarata ( Real Beauty ) ( 2006 )

Dove crede ca frumusetea adevarata are diferite forme, marimi si varste. De aceea

Dove a initiat o dezbatere, o adevarata campanile despre ceea ce inseamna frumusetea

adevarata. In aceasta campanie Dove isi propune sa prezinte femei adevarate in locul

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stereotipurilor perfecte cu care suntem obisnuiti. Dove crede in frumusetea adevarata, nu

in clisee

Campania, realizata in colaborare cu fotograful de celebritati Ian Rankin, prezenta

un grup de femei obisnuite, cu forme generoase, asa cum nu sunt de obicei prezentate in

publicitate, femei care insa se simteau bine in pielea lor. Aceste sase femei obisnuite au

fost recrutate pe strada si au fost alese tocmai datorita increderii si farmecului lor.

Dove a facut un sondaj in 10 tari si a intervievat peste 3000 de femei pentru a afla

raspunsul lor cu privire lafrumusetea adevarata. Doar 2% din aceste femei s-au descris ca

fiind frumoase. Cam din ele considera ca frumusetea lor este una obisnuita, comuna,

in timp ce aproape din ele cred ca greutatea lor este prea mare. Toate raspunsurile si

statisticile sunt incluse in Studiul Global Dove.

Cum si-a dorit aceasta campanie sa ajute femeile din intreaga lume?-Crearea unui forum care sa le permita femeilor sa intre in dialog si sa dezbata pe tema

standardelor frumusetii in societate

-Realizarea unui studiu global care sa surprinda relatia pe care o au femeile cu frumusetea

si cum influenteaza aceasta legatura fericirea lor

-Publicitate care sa inspire femeile si intreaga societate sa gandeasca diferit in ceea ce

priveste definitia frumusetii

-Workshop-uri prin care tinerele fete sa fie educate in vederea dezvoltarii unei relatii

sanatoase cu frumusetea, castigandu-si increderea in corpurile si infatisarea lor

-O expozitie de fotografii in care sunt prezentate femei de diverse varste pentru a sedemonstra ca frumusetea nu depinde de stereotipuri

Prin aceasta campanie Dove a reusit sa redea femeilor increderea in propria frumusete si

autenticitate. Campania a avut un mare succes, asigurandu-le celor de la Dove titlul de

cea mai buna campanie de advertising al anului 2007 la Festivalul Cannes Lions.

Trezeste-ti simturile (iulie 2008 )

Acesta e mesajul Dove Go Fresh pentru tinerele care nu trebuie sa uite ca acum

sunt mai frumoase ca oricand. Dove ne ajuta sa redescoperim adevarata frumusete la

orice varsta. Pentru tinerele adolescente, frumusetea consta in prospetimea si energia

varstei lor alaturi de ingrijirea zilnica.

OgilvyAction a creat pentru Dove website-ul www.gofresh.ro, unde tinerele pot

descoperi nu numai secrete despre ingrijirea pielii, informatii despre gamele Go Fresh si

premii pentru o vacanta perfecta, dar si o surpriza special pregatita pentru ei - serialul

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"Adevar sau provocare?". Acest serial consta intr-o serie de discutiii si povesti de viata

filmate, in care Dana Nalbaru povesteste unor tinere din experientele ei, incercand sa le

insufle incredere si optimism.

Bucura-te de cea mai pretioasa bijuterie, pielea ta! ( 2010 )

Cu ocazia lansarii noilor geluri de dus Dove Visible Care, care promit o piele vizibil mai

frumoasa in 7 zile, Dove a invitat 10 designeri romani sa puna in valoare, prin creatiile

lor, frumusetea pielii si feminitatea. Cu aceasta ocazie, Dove invita toate femeile din

Romania sa incerce produsele Dove - sapunul-crema, gelurile-crema de dus, lotiunile si

cremele, sampoanele si deodorantele - ca parte din ritualul lor zilnic de ingrijire.

In cadrul campaniei s-au selectat 12 concurente ce au impartasit cu noi experintele celor 3

luni de rasfat cu produse de ingrijire Dove. In fiecare luna rezultatele apareau in revista

Tabu.

The Evolution Of Beauty youtube

Campania Dove a adus un ton proaspat si a deschis discutia despre o frumusete care nu se

supune unor stereotipuri, ci promoveaza imperfectiunile firesti, de zi cu zi, ale fiecareia

dintre noi.

Mai mult decat sa "vanda" frumusete la borcan/tub/flacon/etc.Unilever, prin Dove, vroia

sa discute despre frumusete. S-o redefineasca, s-o regandeasca, sa vorbeasca despre ea.

Si despre oameni normali, femei adevarate si despre frumusetea de zi cu zi. Nu cea din

revistele glossy, nu frumusetea de pe podiumurile showurilor de moda, ci frumusetea

mundana, din birou, bar, de acasa despre frumusetea femeii neidealizate. A femeii

reale.Fara machiaj, botox, Photoshop si trainer personal plus minim 1500 de calorii pe zi.

The evolution of beauty-Campania Dove pentru adevarata frumusete

beauty pressure

Una dintre cele mai populare si apreciate companii specializate pe produse pentru igiena, Unilever, si-a

inceput activitatea cu materiale destinate igienei pentru personalul militar din anii 1950. La acea vreme,

Marina Militara avea nevoie de sapun si alti detergenti care sa nu usuce pielea, oricum afectata de

conditiile in care militarii isi desfasurau activitatea (apa de mare, nisip). Intre timp, sapunul devine

popular, iar in 1957 compania decide sa comercializeze produsul sub brandul Dove. Pasarea din cadrul

logoului este un porumbel al pacii si a fost atasat pentru a onora scopul initial al companiei

http://foryourbeauty.ablog.ro/2007-05-18/the-evolution-of-beauty-campania-dove-pentru-adevarata-frumusete.html#ixzz1etWRI02hhttp://foryourbeauty.ablog.ro/2007-05-18/the-evolution-of-beauty-campania-dove-pentru-adevarata-frumusete.html#ixzz1etWRI02hhttp://foryourbeauty.ablog.ro/2007-05-18/the-evolution-of-beauty-campania-dove-pentru-adevarata-frumusete.html#ixzz1etWRI02h

8/3/2019 Doveproiect

4/6

Din gama de produse:

Sapunuri solide Dove

Dove Intense Repair

Dove Colour Repair

Dove Hairfall Control

Deo Dove Original

8/3/2019 Doveproiect

5/6

Deo Dove Silk Dry

Deo Dove go fresh

Deo Dove Invisible

Gelurile de dus Dove Visible Care

Dove Men+Care Aqua Impact

Dove Men+Care Clean Comfort

8/3/2019 Doveproiect

6/6

Dove Men+Care Extra Fresh