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Product cover image for Dove Real Beauty Sketches Campaign

Dove Real Beauty Sketches Campaign

Matthew Thomson; Emily Goldberg;Ben Gottlieb;Samantha Landy;Samuel Solomon;Lindsay Sittler

Product #:9B14A012_P
Supplier:Ivey
Discipline:Marketing
Setting:Canada, 2014
Details:Case (PDF) • 6 pages • 2014-05-14

Subjects:

AdvertisingSales and marketingMarketing

Industries:

Fabrication and manufacturing

Geography:

CanadaNorth America
Your Price:$8.66

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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.

Learning Objectives

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.
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Case Study: Dove Real Beauty Sketches Campaign | Ivey Publishing