Abstract

Dove’s new promotional campaign tried to break away from the stereotype images of beauty portrayed by the media and advertisements. The campaign titled ‘Campaign for real beauty’ caught the attention of the public. The caselet deals with the challenges the company had to face while implementing the promotional campaign.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The role played by advertising companies and the media in portraying images of beauty. How companies are trying to be authentic in their promotional campaigns. Influence of peer groups and reference groups in influencing beliefs of people

Keywords

Dove, Anorexia Nervosa, Henley Center, National Institute of Mental Health, Campaign for real beauty, Unilever, Johnson & Johnson, Nivea, Slim-Fast and Stereotypic model