market - Brand Equity Magazine

Campaigns that exploit the power of association
often feature models with archetypal looks that most
women can only dream about!
But Dove took the diametrical route; and
challenged convention. The brand decided to get
honest with in-your-face visuals and messages
that told women that whatever their skin type, or
body shape, or age, or color, or looks – the need to
conform or otherwise is a matter of confidence, and
choice.
The ‘Campaign For Real Beauty’ as it was dubbed
urged women to accept the fact that there is beauty
in diversity, and in natural looks.
It urged women to reexamine their values, and
assured them that there is a certain beauty about
them that they can revel in, and treasure. Much was
done to elevate their self-esteem.
The campaign persuaded women to speak-up,
enter into a dialogue and eventually feel beautiful.
The result? Dove’s assault has developed into one
of the world’s most innovative, iconic and universally
acclaimed campaigns of modern times. It became a
PR triumph, set it well apart from rival brands and
won acclaim from women worldwide.
The Campaign For Real Beauty took off in Malaysia
at the end of 2005. Shot in Bangkok, it raised new
debates around traditional Asian stereotypes on beauty, in
contrast to the Western executions of 2004. Single eyelids and
short hair were added to the debate.
‘This year the Campaign For Real Beauty will get into high
gear in Malaysia,’ says Sze.
HIRAMEKI, a State of
Inspiration
And what gives with Lipton, the world’s leading tea brand
and global market leader in leaf and ready-to-drink tea? An
initiative by Lipton is further communicating the goodness of
tea to consumers.
The ongoing HIRAMEKI campaign extols the virtues of
another natural ingredient in tea that claims to further
enhance its goodness to the human body.
An alliance with Oxford University has established the
presence of theanine in every cup of Lipton. Theanine is
purported to give a relaxed but alert state of mind – thus the
state of inspiration known as HIRAMEKI.
Says Sze, ‘We expect two distinct groups of consumers
to benefit from our findings; the thriving youth who want to
perform well at school and at work, and the aging community
who want to maximize and maintain cognitive abilities.’
Moo!
Persuading a child to down a glass of milk can be
exasperating. And everyday that too. So manage that aversion
for milk by hunting for a suitable substitute.
BRANDEQUITY 11