Discussion: Dove Campaign
Read the Harvard Business Case: Dove Evolution of a Brand. Post a short response based on the case. Respond to the following:
-What was the communication objective in Dove’s Campaign for Real Beauty, and who is the target audience?
-How did media placement (during the Super Bowl and Oscars) reinforce the communication goals of the campaign?
-What is the role of parody, and is it desirable or not?
-What are the potential weaknesses of Dove’s approach?
-Using Dove as a model, how have campaign communication goals changed between the 1960s and the present? Can you think of any other examples?