Cosmetics1.us

Dove Real Beauty Campaign Analysis

“Without the internet, I wouldn’t be the woman that I am today”

by aufeminin @ Womenology

A meeting with Capucine, the creator of the blog Babillages How did you think of the idea to create Babillages? I was 19 and a student in communication and journalism. I started my first internship in women’s press, mainly in …

Continuer la lecture

The post “Without the internet, I wouldn’t be the woman that I am today” appeared first on Womenology.

Apple gambles on premium iPhone X but should its rivals be worried?

by Thomas Hobbs @ Marketing Week

The launch of the $999 iPhone X has been labeled a PR success, but is it really the 'biggest leap' since the original iPhone?

The post Apple gambles on premium iPhone X but should its rivals be worried? appeared first on Marketing Week.

Beauty Pressure

by noreply@blogger.com (Elise) @ Rhetorical Analysis



Word Count: 401


1.     
1.    
1.      Argument:  Young girls need to be taught about inner beauty because the beauty industry has an unhealthy image of what is beautiful that will negatively affect young girls’ self-esteem.
2.      Audience:  The audience is primarily mothers of daughters, but I think that it is also directed to women in general, who are concerned about the rising generation.
3.      Goal: To build the Dove brand’s reputation by getting viewers to recognize that Dove values self esteem and inner beauty.  Also to promote their “Real Beauty” campaign and get the viewer to visit their website.
4.      How:
-          Logos:  The flow of the argument was very logical and many women can see it in their own lives.  It shows the progression from a little girl to her exposure to the idea of beauty in the media, to all the products and unhealthy habits to help her achieve and maintain that image.  Also, by using real commercials and advertisements, the audience can see clearly that the argument is a valid concern.
-          Pathos:  The shot of the little girl in the beginning gives a feeling of innocence.  The “onslaught” of beauty industry images and clips coupled with the intense music feel overwhelming and familiar to women.  The plastic surgery images and sounds are graphic and disgusting. It then suddenly goes back to some innocent little girls slowly crossing the street as the music mellows out a bit, bringing the viewer back to the original innocence of little girls.  This makes women want to protect the little girls from the repulsiveness that was just presented.
-          Sufficient:  The sheer number of printed ads and video commercial clips included in the montage were sufficient to prove their point. 
-          Accurate:  By using actual advertisements found in the beauty industry, they stayed very accurate to what people are truly exposed to every day in the media. 
5.      Effective or not:  I think the ad is fairly effective.  It definitely grabs the attention of women, and especially mothers.  Women have been bombarded by the media all their lives and can definitely relate to the pressures presented in the ad.  I think that it makes women want to protect the rising generation from the terrible things in the media and they will have more respect for the Dove name because they are interested in this too.  I don’t know how many women will actually visit Dove’s website though.

Apple, GDPR, Nespresso: 5 things you need to know this week and why

by Sarah Vizard @ Marketing Week

Catch up with all the week's news including the launch of the premium iPhone X, Nespresso's first sustainability campaign and Facebook's new ad controls.

The post Apple, GDPR, Nespresso: 5 things you need to know this week and why appeared first on Marketing Week.

Historical Analysis: Dove Real Beauty Sketches

Historical Analysis: Dove Real Beauty Sketches


Advertising & Society 2014

This refreshing Dove “Real Beauty Sketches” advertisement was released in 2013 as part of the ongoing “Dove Campaign for Real Beauty” series. In the Dove ad, a group of woman who represent a range …

Procter & Gamble

by Magda Adamska @ BrandStruck

Category: FMCG Household products; FMCG Personal care & beauty Owner of the brand: Procter & Gamble Co. Key competitors: Unilever, Colgate-Palmolive, Reckitt Benckiser Group

Artykuł Procter & Gamble pochodzi z serwisu BrandStruck.

Dove Real Beauty Sketches

Dove Real Beauty Sketches


Dove US

Do you recognize your own beauty? Dove video, Real Beauty Sketches, reveals that a stranger can see us better than we see ourselves…

Real Beauty? Measuring the Dove Marketing Program's Success

Real Beauty? Measuring the Dove Marketing Program's Success


EnergizeGrowth

More than 10 years after its debut, the Dove Real Beauty program remains a marketing icon and a source of controversy. What did it accomplish?

Dove’s Emphasis on a Culture’s “Real Beauty”: A Comparative and Critical Analysis of American and Chinese Dominant Ideologies Revealed within Marketing Strategy (PDF Download Available)

Dove’s Emphasis on a Culture’s “Real Beauty”: A Comparative and Critical Analysis of American and Chinese Dominant Ideologies Revealed within Marketing Strategy (PDF Download Available)


ResearchGate

Official Full-Text Paper (PDF): Dove’s Emphasis on a Culture’s “Real Beauty”: A Comparative and Critical Analysis of American and Chinese Dominant Ideologies Revealed within Marketing Strategy

The Real Story Behind the Success of Dove's Campaign for Real Beauty

The Real Story Behind the Success of Dove's Campaign for Real Beauty


MarketingProfs

Marketing Strategy - Contrary to popular opinion, Boomer women aren't in denial about aging. Advertisers are. And the women they're supposed to be trying to connect with are getting annoyed.

Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel

by Mark Ritson @ Marketing Week

Too many people are confusing the marketing funnel, thinking it is all about marketers when really it's all about the consumer.

The post Mark Ritson: Spreadsheet jockeys are misunderstanding the marketing funnel appeared first on Marketing Week.

Postmodern Analysis of Google Glass’ “Seeds” film

by thelaurentai @ Media and Cultural Analysis, Spring 2014

Google recently uploaded a short video segment under its Google Glass channel in celebration of Mother’s Day. This two and a half minute video clip, titled “Seeds,” was shot entirely using Google Glass and created by students of the University of Southern California’s School of Cinematic Arts. The video documents a man’s surprise journey to […]

Consumers becoming critical of Dove's 'Real Beauty' ads

Consumers becoming critical of Dove's 'Real Beauty' ads


CBC News

Dove's ad campaigns have been celebrated for featuring women instead of professional models, but also accused of exploiting insecurities to sell products.

Ideas

by atk5149 @ Aaron Kreider Blog RCL

idea for this i believe: legacy can’t define you– when my grandmother died, everyone talked about her as a mean and spiteful woman. this isn’t at all how i remember her. she was caring, kind, and beautiful. Legacy can not tell the true story of someone’s life. ex- joe paterno i really wanna do this […]

Britney Spears: From Pop Star to Pop Wreck...and Back Again?

by noreply@blogger.com (Giulia Carando) @ Public Relations Problems and Cases

INTRODUCTION

Britney Spears has had a very controversial and highly publicized personal, familial and professional battle for the past 2 years. After hitting absolute rock bottom in every facet of her life, in January 2008, the people behind Spears knew that something had to be done. Before the year was up that “something” had been done and Spears seems to be back on track with herself, her family and her career as she is set to release a new album before the year is up.

RESEARCH/ TIMELINE OF EVENTS

Britney Spears is an American pop musician and performer who has also done work as an actress and author. She was born in December 1981 and raised in the small town of Kentwood, La. Spears showed an interest in performing at a young age. When she was only 8 years old she auditioned for The New Mickey Mouse Club. Although she was turned away because of her age, three years later she was hired and remained employed there until 1994.

Spears took time off to attend high school until Jive records signed her as a solo artist in 1997. She first came into the spotlight at the end of 1998 releasing her hit record, Baby One More Time, which sold over 25 million copies worldwide. Spears went on to put out three more records, Oops!...I Did It Again, Britney and In The Zone as well as a greatest hits album, Greatest Hits: My Perogative. During this time, she also had many endorsements including Pepsi and a line of Elizabeth Arden perfumes. Spears was expected to make her comeback at the 2007 MTV video music awards, but her performance received extensive criticism. This was the only promotion Spears did for her sixth and most recent album, Blackout, which was released on Oct. 30, 2007.

Not only known for her music, Spears’ personal life is often in the spotlight as well. In January 2004, she married childhood friend Jason Alexander in Las Vegas, only to have the marriage annulled after 55 hours. That same year in July, Spears announced her engagement to Kevin Federline, a backup dancer whom she had known for three months. The couple stayed married until Nov. 7, 2006 and in that time had two children, Sean Preston Federline and Jayden James Federline.

In 2007, Spears’ personal life seemed to be spiraling out of control. Her family and management team forced her into rehab in February, but she checked herself out two days later. The following night, Spears infamously shaved her head and then re-entered rehab. She remained in rehab until March 2007. However, her series of controversial behavior have continued since then.

She cut off ties from her family and has had a constant flow of management teams, lawyers and personal assistants in and out of her life. She has attacked paparazzi on several occasions and has been involved in a number of traffic violations including a hit and run and driving without a license. She is also consistently photographed partying and staying out late. Due to this erratic behavior, Spears began to be seen as an unfit parent and a legal battle over the custody of her children arose. In September 2007, the outcome of Spears’ custody battle was announced. She has been ordered to undergo random drug and alcohol testing and to attend parental counseling. Spears and Federline initially had joint custody of their two children, but on Oct. 1, 2007 Federline got full custody of the children.

In early 2008 it proved that things must really get worse before they can get better. On Jan. 3 Spears locked herself and one of her sons in the bathroom of her Studio City home and refused to come out. After a while she finally opened the door and she was taken out of her home on a stretcher. Following this incident Federline was given full custody of their children and Spears was not granted any visitation. On Jan. 28 Spears parents arrive ready to take control and 3 days later, Jan. 31, she was checked into a UCLA psychiatric center for what was supposed to be a 72 hour stay. Instead Spears did not leave until Feb. 6. During her stay Spears father, Jaime, was placed as the conservator of her finances until the end of 2008. For 2 months Spears was kept relatively out of the spotlight. In early May, Spears’ visitation rights with her sons, which had been granted after her father took over her finances, were greatly expanded. In July, those rights were set in place to include 3 visits each week including overnight stays. In the following months news about Spears’ personal life took the back seat to the news regarding her teenage sister’s pregnancy. However, in April it was confirmed that Spears had reconnected with longtime manager Larry Rudolph, whom she had fired in 2007. With much progress being made, Spears was set to appear at the 2008 MTV Video Music Awards. With a disastrous “come-back” at the 2007 VMAs all eyes were on Spears.

Sept. 7, 2008: Spears opens the VMAs to a standing ovation. Spears looked very put together and spoke with eloquence. She went onto win 3 awards that night thanking her fans every time and not once mentioning her past. Later in September, Spears announced that her new album, Circus, will be out on Dec.2, her 27 birthday. She also released her new single, Womanizer, to great reviews. On Oct.10, 2008, Spears released the video for Womanizer on ABCs 20/20. Also released, was Spears intention to debut, on MTV, a documentary on Nov. 30 entitled, "Britney: For The Record."


PLANNING? EXECUTION?

Britney Spears could have, at one point, been considered a corporation. However, from early 2007 until now she has not had the teams or plans to be considered a corporation. Before Spears fired her management and was left by her PR person, it was known that Spears had to be put back on the right track in the public eye. The plans for her “comeback” would have been relatively simple and had been done before which can be seen in the cases of Robert Downey Jr. and Whitney Houston.

Robert Downey Jr.: Downey started his acting career at the early age of 5, appearing in his father’s films throughout the 70s. His career took off in the 80s and early 90s as he appeared in many Brat Pack films and won an Academy award for Chaplin in 1992. However it was during this time that Downey developed a severe drug habit, one that would come into the spot light in 1996. After his first arrest there was a constant string of other arrests and infractions, due to his drug addiction, that would lead to a year in prison and nearly no acting jobs for 3 years. In 2000 Downey was hired to join the cast of Ally McBeal, and was highly acclaimed in his acting, but that would not last long. In 2001, Downey was arrested again and forced to leave the show. It would be 3 years before Downey would get a significant movie. In the mid 2000s Downey appeared clean and made a major comeback appearing in several films, to be topped off with Iron Man.

Whitney Houston: At the peak of her popularity in 1992 Houston had a Hit record and movie out. It was in this same year that she married Bobby Brown. Brown had been in various legal troubles and already had three children by different women. Despite the skeptics, Houston had a child in 1993. In 2000 Houston and Brown were caught with drugs in their luggage at an airport. From that point on drug allegations continued for Houston, her album sales dropped and her erratic behavior was more noticeable Throughout the marriage Brown had many run-ins with the law, as well as charges for drug possession. In 2004 Houston went in to rehabilitation for unknown substances or problem and then went back in 2005, and completed the program. After divorcing Brown in 2006, Houston has withdrawn from many public appearances and has recorded a new album to be released in the coming months.

The interesting thing about Spears’ case is that most of her courses of action were not influenced by a PR professional. The initial push for Spears to go into rehab to get her life in order was from on-again-off-again manager Larry Rudolf, a move for which he was fired. It was once her family got involved that Spears life took a turn for the better. She was forced into rehab and forced to give up control of her finances. Her father now had control over how she spent her money, which therefore meant he had control over what she did and where she went. After many months of this control, Spears seemed to be going in the right direction. It was during this time that Spears began her new album and started getting healthier. As with Houston, Spears dropped out of the spotlight drastically. She was no longer seen partying till all hours of the morning and was rarely seen not well dressed. It took over a year and for many drastic things to happen for her life to finally be under control.

A PR PROSPECTIVE

After an attempt to connect Spears old PR manager went unanswered, I contacted Lou Iacovelli from Altelier Creative Services, a PR firm, to find out what he would have done in regards to the Britney Spears case. I met Iacovelli during my summer internship at Gottex Models this summer. He is a style consultant who also handles what models wear the Gottex bathing suits. I asked him initially if there was anything he would have done differently and he said “Everything…except what ever is being done right now.” Further explanation revealed that as a PR professional he would have never left his client when she was so deep in trouble, however given the specific circumstances he thinks it was justified: “I understand why her people would have left her, but I hope that they did everything in their power before they took that step.” From a PR professional’s perspective, this is one of the worst clients you could have: one that has made no attempt to neither follow the guidelines provided for them nor show concern about their image. Iacovelli also said that it is hard to gain the trust that is needed for a client to place, essentially, their life in your hands. It is unclear if Spears retained Pr help in light of her “new” management or not. “In the past couple months, I think, that things with her were handled as best they could be…if it were my client I would probably have had her get better extensions.” A jab at Spears hair was his way of saying that she could still use people in her life that monitor what she wears and how she looks. Although it may be demeaning to dress a 26 year old mother of 2, it is “vital that her appearances be flawless” because it is these appearances that she is judged upon.

MEDIA

The media has been nothing but brutal honest and sever in their coverage of Spears and her turmoil. But it can be said that without the media the people who eventually made all of the right decisions would have never know how bad the situation had become. She has had many opportunities to explain her actions to many different reporters and/or talk show hosts: Rosie O’Donnell, Ellen, Diane Sawyer and Matt Lauer. However, not all of these interviews did great things for her image, especially not the catastrophe of an interview with Matt Lauer in 2006. Having no professional hair, make-up or wardrobe, Spears smacked her gum through an interview that discredited anything she had to say because of how she looked. The media has had nothing positive, aside from her reading a prompter at the 2008 VMAs, to show or disprove what gossip writers/photographers give them.

Spears official website has been “Under Construction” since, at least, November 2007. This is the perfect outlet for her PR people to get the facts from so they can have accurate reports. Her Myspace page is strictly a place for fans to hear her latest tunes, write comments of support or scrutiny, look at pictures and to read blogs about upcoming, already publicized events. It may seem trivial, but these media outlets are the main way for Spears to reach her fans and set the record straight. When searched in Google, the second site listed is her official website and yet there is nothing there for a fan to see. A well designed website could do a lot for her image in that it is a perfect place to highlight all of the good things she has going on in her life and to promote her new album. It will be interesting to see how she handles her first sit-down interview in close to 3 years. In the clips that have been leaked it looks as though Spears is in a much better state than she was in 2006 with Matt Lauer.

On a positive note, it does not seem that Spears’ mother’s tell-all book has affected Spears or her fans’ opinion of her. Even thought the book divulges very personal information regarding Spears’ sexuality, relationships and family relations. The book was the first test to her “comeback,” if she could weather this everything else would come easier. For instance, the night before the video for Womanizer aired the song was the top-selling song on i-Tunes. This could be a great sign of things to come especially regarding the relationship between Spear and the media.

EVALUATION

A lot can be learned from this case, especially for someone like me who wants to go into the entertainment aspect of PR. I think that this is one of the toughest cases that and PR person could come across. Spears was relentless in living her own life and doing her own thing. She fired her PR people, her PR people left her and she went sans PR people. However, the past 6 to 7 months have been, in my opinion, have been picture-perfect from a PR standpoint. It is still unclear whether or not she has had professional help with her publicity or not, however what is being done is right out of a public relations text book. The public sees that her life is being controlled: her father taking over as conservator; they see that she is concentrating on getting her children back: she has been granted more visits with her toddler sons; they see that she is taking her career seriously: photos of her rehearsing her dances, a new video and a new album pending. These things, coupled with a decreased presence in the media of her daily occurrences, are helping Spears get her career and life back to normal. Whether it was her family, her management or her PR manager, the correct steps are being taken in restoring this once pop wreck back to her pop star status.

Dove asks consumers to ‘Choose Beautiful’ with new global film-focused campaign  - Marketing Week

Dove asks consumers to ‘Choose Beautiful’ with new global film-focused campaign - Marketing Week


Marketing Week

Unilever is looking to replicate the viral success of its previous Dove campaigns with “Choose Beautiful”, the latest film-focused effort for the brand to change how women see themselves and challenge perceptions of beauty.

Pampers

by Magda Adamska @ BrandStruck

Category: FMCG Personal care & beauty – baby care Owner of the brand: Procter & Gamble Co. Key competitors: Huggies, Johnson’s

Artykuł Pampers pochodzi z serwisu BrandStruck.

Lynx

by Magda Adamska @ BrandStruck

Category: FMCG Personal care & beauty – body care, deodorants, fragrances, hair care Owner of the brand: Unilever Key competitors: Nivea, L’Oréal, Gillette, Old Spice

Artykuł Lynx pochodzi z serwisu BrandStruck.

A Customer Experience Futurist on How Top Companies Get it Wrong

by Angela Suresh @ Sprinklr

This article originally appeared on The Social Influencer. I saw a post recently on Linkedin that really captured the essence of what we do here at Sprinklr and what I believe to be the most important strategic investment of the modern enterprise – Customer Experience. It turns out that this simple post came from the […]

The post A Customer Experience Futurist on How Top Companies Get it Wrong appeared first on Sprinklr.

Industry Analysis

by noreply@blogger.com (Dove Axe) @ Different axes of Beauty


Dove and Axe, belonging to Unilever, regroup body, facial and hair care products. These brands are on an extremely competitive market. Competitive brands are numerous and belong to huge brand companies: Procter& Gamble, Johnson&Johnson, L’Oréal, etc… Moreover, if the growth of the body, facial and hair care market is weak, this rivalry between existing competitors is higher and each of them have to differentiate its business strategy from the other to reach their objectives.

The threat of new entrants on the body, facial and hair market, in the fast moving consumer goods industry is nearly non-existent: Procter& Gamble (Head&Shoulders, Pantene Pro-V…), Johnson&Johnson (Le Petit Marseillais, Neutrogena, Aveeno…), L’Oréal (L’Oréal, Garnier, Cadum…), Beiersdorf (Nivea), etc… are huge competitors who are not going to be dethroned so easily.

The threat of substitute products could be nonexistent because shampoos, soaps, shower gels and body creams cannot be substituted for another type of product. However, a shower gel could be replace by soap for example. Pharmaceutical products could also attract consumers with specific skins. Nevertheless, consumers stay loyal to their brands or change their habits to another brand with competitive price compared with product benefits.

Besides the fact that Unilever is a juggernaut in the fast moving consumer goods, the company has to follow the trend by proposing innovations. Suppliers have a strong power of negotiation referring to the number of competitors and the numerous references. By the way, suppliers have to deal with these huge companies (Unilever, Procter&Gamble, J&J…), thus their power are balanced.

Moreover, the customer’s power of negotiation is very strong in the Fast Moving Consumer Goods compared to the huge amount of products proposed in sales stores. Everyone needs care products, thus, Unilever has to offer products to a dedicated target, with attractive price, qualitative services associated to the target: Dove targets women and girls, promoting positive self-esteem and inspiring them to reach their full potential, with product promoting natural beauty with natural ingredients; whereas Axe targets young men, encourage them to “smell and feel their best”.

That is why, Dove and Axe focus on specific targets and promote specific communication to keep their customers loyal and recruit new ones.

By S.C

Sources : Porter’s 5 Forces, Axe official web site, Dove official web site

Nivea failed to “Give a Damn”

by act13 @ Media and Cultural Analysis, Spring 2014

Living in a racially charged and aware society, some members of the dominant race often times creates principles that they associate with whom they consider the “other”. Those principles help reduce the African American race to stereotypes such as wild, reckless, lazy, and inferior. In the 2011 campaign “Give a Damn” by Nivea, a skin […]

The Cyborg Anthropologist (Tools We Use)

by Kerim @ Savage Minds

For those who don’t know, I live, work, teach, and do research in a predominantly Chinese speaking environment. Although you are probably aware that learning Chinese is hard, you might not realize that even scholars who have studied the language for most of their adult lives still struggle with it. That’s because scholars who work … Continue reading The Cyborg Anthropologist (Tools We Use)

Beauty and sensuality are significant assets in the job market

by aufeminin @ Womenology

For some decades, studies have shown that people who are considered to be physically beautiful are at an advantage in a number of areas, both private and professional. Three recent books confirm this trend by showing that beauty has become …

Continuer la lecture

The post Beauty and sensuality are significant assets in the job market appeared first on Womenology.

Dove’s multi-marketing channel approach stands out in the industry

by noreply@blogger.com (Dove Axe) @ Different axes of Beauty


According to L2 ThinkTank, a data-driven research agency, the beauty sector has been slow on improving the digital competenence compared to other consumer sectors. In their latest annual report, which quantifies the digital performance of 75 American Personal Care brands, L2 found that cosmetics and personal care are not yet taking advantage of digital media. Alexa, the leading provider for web metrics suggested that one third of personal care sites suffer from broken links, 69% have not updated their home page in over a month and 12% link to out-of-date promotions and contests. However, according to L2’s ’genius examples’, this does not apply to 2 brands in the industry: Procter & Gamble’s brand Old Spice and Unilver’s Dove.

Old Spice, a personal care brand for men, has been the industry’s digital role model with close to 260 million views on its You Tube channel since 2010 with its ’The man your man could smell like’ campaign. However, Dove’s ’Real Beauty Sketches’ has become the most-watch online video advertisment in history with over 163 million views. On top of creating the most-watch online advertisement, Dove is one of the only brands in the personal care segment that has managed to create a digital environment that is integrated in the brand’s business strategy and supports it. Dove’s multi-channel advertising campaigns include mobile components with videos, games and interactive content. Dove’s email marketing concept ’beauty insider’ provides the customer with coupons and beauty tips. The brand’s ’self-esteem initiative’ which encourages to share videos, photos and personal stores accross various social networks has reached over 11 million teenage girls. In 2008, Dove re-launched Dove.com as the Dove Digital Channel, a new media channel with the objective to transform the dialogue with customers. The Dove Digital Channel can be described as a consumer destination site that brings to life the „Real Beauty Campaign“ and the product portfolio for consumers. The website contains blogs and forums for consumers to discuss about any topic they like.

Dove’s marketing channels also includes TV, print media and public relations. However, Dove’s strategy over the last years with a huge amout of social media and videos to promote the brand online, has resulted in a strong digital presence and an online community that has raised the game in the digital space. Kathy O’Brien, the marketing director for Dove in North America said, that their ’goal is to become a global leader and a true digital media force by completely redefining the digital experience for women worldwide.’

- Anke S.

Sources:


The video of the year

by noreply@blogger.com (Dove Axe) @ Different axes of Beauty



The other day, I was going to the university. In order to not waste my time I read the free newspaper 20Minutes. There was an article about the most shared advertising video on the Web in 2013. The video “Dove Real Beauty Sketches” was the winner! You remember, some women describe their own face, one of their relatives describe it too to a drawer expert in robot portray from FBI placed behind a curtain. After drawing the two portrays, we can see that women have a bad image of their beauty, they seam withdraw; whereas the portray of their relatives show a beautiful face and an open-minded person. This video has been watched 60 billions times, has been shared 4.24 billion time through Facebook, Twitter and Internet according to Unruly (that the society of video technology). I think it is a good job that Dove has done, because we all remember that is Dove, as the famous video “Dove Evolution”, and we do not see any product of the brand Dove…
That is a pity to see that women have as that much a wrong image of themselves and Dove points it out by showing women how beautiful they are.

SC

Dove’s Real Beauty Campaign: A Media Content Analysis

by kbethraff89 @ Karissa Rafferty Compiled Work PR

Here is another final paper I wrote for my COMM 302 (Foundations of Mass Communication) class fall of 2013 as well. This media content analysis required extensive research and very careful application, since my Professor was quite specific with paper criteria requirements. My paper focused on the research question: “What were the goals in Dove’s […]

Why do brands need media muses?

by aufeminin @ Womenology

“In reality, women are more ‘real,’ and not as perfect as Adriana Karembeu. People need reality, they need truth.” These are the words of Nicolas Chomette, head of Black & Gold, a design and strategy company. He adds, “Sometimes we …

Continuer la lecture

The post Why do brands need media muses? appeared first on Womenology.

Analyzing the Dove Real Beauty Sketches

Analyzing the Dove Real Beauty Sketches


@TheSocyCinema

Tags: bodies , emotion/desire , gender , marketing/brands , media , beauty standards, representation, subtitles/CC , 00 to 05 mins , 06 to 10 mins Year: 2013 Length: 3:01; 6:36 Access: YouTube ( clip...

Racism in Dove

by fashionista 04 @ Media and Cultural Analysis, Spring 2014

    The silhouette of the namesake bird. People all around the world recognize this logo without batting an eyelid: but in case you are not familiar with it, it’s Dove. Fifty years ago it was just a beauty bar that offered a new formula for cleansing creams, but today it is a “global masterbrand” […]

Feminism and the Wave of Female Canadian Electronic Artists

by SASCManager @ AMS Sexual Assault Support Centre

Claire Boucher AKA Grimes   Most likely you’ve heard of Grimes- the stage name of Vancouver-born musician Claire Boucher. She rose to worldwide prominence (http://www.nytimes.com/2012/02/21/arts/music/reviews-of-albums-from-grimes-galactic-and-tyga.html?_r=1) in 2012 with her third studio album, Visions, as her eclectic, ethereal voice and “collision

Dido - See the Sun Again

by noreply@blogger.com (Elise) @ Rhetorical Analysis




I'm comin' 'round to open the blinds
You can't hide here any longer
My God you need to rinse those puffy eyes
You can't last here any longer

Chorus:
And yes they'll ask you where you've been
And you'll have to tell them again and again
And you probably don't want to hear tomorrow's another day
Well I promise you you'll see the sun again
And you're asking me why pain's the only way to happiness
And I promise you you'll see the sun again

Come on take my hand
We're going for a walk, I know you can
You can wear anything as long as it's not black
Please don't mourn forever
She's not coming back

Chorus

Do you remember telling me you found the sweetest thing of all
You said one day this was worth dying for
So be thankful you knew her at all
But it's no more

Chorus




Analysis
Word Count: 333

 
1.      Argument:   Losing someone is painful, but there is hope and there is goodness in store.
2.      Audience:   The audience is people who are heartbroken because they have lost someone very close to them.  These people are having a hard time dealing with the pain and feel hopeless and alone.
3.      Goal:   To encourage the audience to start moving on, to see that there is hope, and that their sadness will end.
4.      How:
·        Logos:   Dido uses logical statements in the lyrics.  For example when she asks her friend to recall the time he told her he had found the “sweetest thing of all” and that it was “worth dying for,” she suggests that he should be thankful he knew her at all instead of missing out on the great experiences.
·        Pathos:   She paints pictures of her helping her friend through the hard times.  Phrases like “come on take my hand” give a feeling of hope and that there are people willing to help through the hard times.  The thought of seeing the sun again also gives a feeling of hope to those who feel like they are in the dark.
·        Accurate:   Dido’s argument is accurate, because many people lose loved ones and have to continue living somehow.
·        Relevant:   The argument is relevant to the intended audience.  They have probably experienced similar emotions to the ones Dido is describing her friend having and have similar desires such as shutting down and staying inside their homes all day.
5.      Effective or Not:   I think the argument is fairly effective.  It is an encouraging song and I think that it will give hope to many people in the audience.  It lets them know that there are other people who have had to go through/are going through similar things and that there are people who care and would like to help.   The song could, however, even further depress people who don’t feel like they have someone to help them through the sadness.

1.      

Wearing perfume, an almost sacred beauty ritual

by aufeminin @ Womenology

The majority of women put perfume on every day, so much so that 143,000 bottles of perfume are sold every day in France (source: Planetoscope). And what might seem like a simple beauty step has a much deeper cultural dimension …

Continuer la lecture

The post Wearing perfume, an almost sacred beauty ritual appeared first on Womenology.

Dove's Campaign for 'Real Beauty': An Analysis Essay Example | Topics and Well Written Essays

Dove's Campaign for 'Real Beauty': An Analysis Essay Example | Topics and Well Written Essays


Studentshare

This essay describes and evaluates the Dove's advertisement in terms of the type of communication used and relayed, the message, the target audience and

L’Oréal: a success story in international marketing to women

by aufeminin @ Womenology

Established in 130 countries across five continents, L’Oréal group’s international success represents an international marketing model based on skill, knowledge and an unshakeable reputation. How has L’Oréal created this image and reputation? How has the group won over women around the …

Continuer la lecture

The post L’Oréal: a success story in international marketing to women appeared first on Womenology.

International round-up: Facebook fined in Spain, L’Oréal uses AI to target Chinese shoppers

by Charlotte Rogers @ Marketing Week

Plus marriage equality opponents in Australia outspend their opposition by nearly 500% in TV advertising and B&Q faces disruption from a French DIY website.

The post International round-up: Facebook fined in Spain, L’Oréal uses AI to target Chinese shoppers appeared first on Marketing Week.

Miu Miu

by Magda Adamska @ BrandStruck

Category: Apparel – luxury apparel; FMCG Personal care & beauty – fragrances; Retail – fashion stores, e-retail Owner of the brand: Prada SpA Group Key competitors: Louis Vuitton, Gucci, Hermès, Ralph Lauren

Artykuł Miu Miu pochodzi z serwisu BrandStruck.

Case Study of The Dove for Real Beauty Campaign

Case Study of The Dove for Real Beauty Campaign


calameo.com

Dove Campaign For Real Beauty A Case Study PRCM 3050 Joni Richards Laurel Dicus Sarah Drexler Anna-Claire Gibson Caleigh Lentz April 2, 2013

How Hepburn Sells Chocolate

by Amber Norwood @ Newvoices Wings

It is very common for an advertiser to use a celebrity to affect a product’s value, such as in Galaxy’s 2013 chocolate bar advertisement [aka Dove Chocolate], which included a digital re-creation of Audrey Hepburn. In several days, most news outlets scrambled to report this new Galaxy girl; the ad touched off a heated discussion [...]

Pick of the week: Dove takes 'real beauty' challenge to mannequins, wins

Pick of the week: Dove takes 'real beauty' challenge to mannequins, wins


Campaign India

Watch the campaign by Ogilvy London here

"Real Beauty" or Real Marketing?

by noreply@blogger.com (Mariah's Blog) @ Campaign Analysis Blog

     For many years, women and young girls have dealt with self-esteem issues, especially in the last few decades.  Dove, the skin and beauty product company, has had an ongoing campaign entitled Campaign For Real Beauty, which they have been promoting since 2004.  According to Dove, the mission of the campaign has been "to make people feel more beautiful every day by challenging today's stereotypical view of beauty."  Since the campaign started, Dove has received an immense amount of press and recognition- more than they ever have before.  Therefore, I cannot help but wonder, are they promoting “Real Beauty” or Real Marketing?  Unfortunately, although Dove claims to want to promote real beauty, they are in fact simply trying to increase revenue.  The societal norms of women on billboards and in magazines are sized-zero, loaded with make-up and digitally altered to have them appear what society would define as beautiful.  The company, however, has gone against the societal norm and claimed that real beauty is defined as women who are sized-twelve and natural- all to gain the media’s attention.  Unfortunately, the sad truth of this fact is that Dove still promotes beauty as society has viewed it, still use the societal norm of beautiful women, used the Real Beauty campaign to gain revenue and increase the value of their company, and use digital enhancement to alter the looks of their “naturally beautiful women” in their advertisements.
     When society promotes beautiful hair, we are shown volumized, long, sleek and shiny.  This is the exact advertising technique of Dove, as well.  For example, during the Real Beauty campaign, the classic character of Betty Flintsone was used in a Dove hair advertisement promoting more volumized and beautiful hair.  The advertisement features the Betty Flintstone we naturally see- her already beautiful natural red hair in a bun.  However, Dove is exploiting that her hair is not beautiful enough, and that she needs their product to make her hair beautiful.  As society would see beautiful hair, it is not in a bun, but rather it is let down and is long, sleek, shiny and with great volume.  Next to the typical Betty we’ve always known is a "new" Betty featured with long, shiny hair, and this is exactly what Dove is promoting in this print advertisement.  At the bottom of the ad, it reads, “Talk about yabba dabba do,” stating that her hair was not beautiful enough to begin with.  The same concept applies to Dove’s hair advertisement featuring Marge Simpson.  The ad displays the classic Marge we typically see- with tall, curly and frizzy hair.  The expression on her face is concerned as she looks at her hair.  After she uses the anti-frizz cream product by Dove, Marge is shown happier and as having societal beauty- hair down, long, shiny, sleek, and frizz-free.  Therefore, just as with the Betty Flintstone ad, Dove is promoting that Marge Simpson needs their product in order for her to have what society would view as beautiful hair.  Consequently, as shown with the Betty Flintstone and Marge Simpson ads, although Dove wants to go against society and promote natural beauty, they are falling short of their word and actually being hypocritical with their advertisements.
     Not only is Dove falling into the trap of promoting societal beauty with the Betty Flintstone and Marge Simpson ads, but also in other advertisements, as well.  During their infamous Campaign for Real Beauty, Dove released a coupon for their Energy Glow Beauty Body Lotion featuring four different women in bras and underwear.  The tagline of the ad states, “Good for your skin. Great for your look.”  Here Dove is implying your body needs to be better and visually appealing to look at, which is not the idea they claim to promote.  As viewed in recent billboards and print ads, Dove has promoted for their campaign that the most beautiful of women are a size twelve and have flab.  However, once again, they are being hypocritical in their Energy Glow Beauty Body Lotion because here, all four women are in perfect shape.  One woman in particular, on the right of the advertisement, is actually what society would most likely view as the most beautiful woman in ad, and she is in tip-top shape displaying a wonderful-looking muscular structure on her abs.  You would expect to see her on the cover of Women’s Fitness- not on a Dove coupon.  I thought Dove wanted to promote natural, average-sized women.  This woman with her Ab Circle Pro abs is completely going against Dove’s original statement of “Real Beauty.”  Once again, Dove cannot stay away from society’s view of beautiful women, as they continue to use them in their advertisements.
     On top of developing useful products, every company must have a good marketing strategy or else people will not know their name, and their products will not sell.  Especially in an economic recession, companies need to think up more strategic ways of promoting their products, and Dove has done just this.  The basis behind their Campaign for Real Beauty is not to promote what they are claiming as real beauty, but to increase sales.  According to the Center for Disease Control and Prevention, the average weight of the American woman above the age of twenty is just shy of one hundred sixty-five pounds.  Therefore, promoting women who are one hundred sixty-five pounds does wonders for their marketing plan.  If I were a two hundred pound woman, I would not be sucked in to the advertisements displaying a stick-figured mere one hundred and ten pound woman; I would want to see women just like me.  This was Dove’s plan all along.  Since the average size of women is growing, so do the women in their advertisements.  Ergo, the ads are more likely to appeal to more women, therefore increasing sales.  I will admit Dove was extremely clever in coming up with such a strategy.  After all, that’s what people are paid millions of dollars to do.  It was a well played out approach in the marketing scheme of things because after the Campaign for Real Beauty launched, Dove’s products flew off the shelves.  So when it comes down to it, Dove will only promote better self-esteem for women so long as their company does well and their marketing design continues to work as it has been for the past six years.
     In addition to still promoting society’s view of beautiful women in their advertisements, Dove has also digitally enhanced their own models in the Real Beauty campaign.  In a commercial Dove created entitled, “Evolution,” we see a woman who has acne, beauty marks and pale skin.  The commercial takes us on a journey through her day, as she is getting ready for a photo shoot.  The woman sits in a chair as she has multiple make-up artists cover her pimples, sunspots and blemishes.  They then continue to pile on all sorts of make-up onto her cheeks, forehead, nose, chin, and eyes- the whole nine yards.  She then has hair stylists curling and perfecting her hair.  At this point, the woman already looks like an entirely different person.  They continue on with the photo shoot, snapping multiple pictures of her.  Once she is finished, they load the photographs onto the computer and continue to alter her appearance furthermore.  They lengthen her neck, make her eyes fuller, move around her hair and much more.  The final product is the image they take and put onto a billboard promoting face foundation.  The tagline of the commercial states, “No wonder girl’s image of beauty is so distorted.”  Dove is expressing in this commercial that it’s no wonder women’s image of beauty is misconstrued; most companies take their advertisements and alter them in such a way that the model appears absolutely “perfect,” as if they looked this way naturally.  The point Dove was trying to get across with this commercial was that it is not “Real Beauty” when you have to digitally alter people in advertisements.  Oh wait- didn’t Dove then continue to digitally manipulate their own advertisements featured in the Campaign for Real Beauty?  According to the May 12, 2008 issue of The New Yorker, photos featured in the campaign- such as one of the originals displaying six different-sized “natural” women- were in fact unnatural, and the photos were digitally altered.  Pascal Dangin, a digital artist, is best known for his work for digitally touching up models in Vogue magazine and for the worldwide known company Dior.  Dangin then touched up the advertisement for Dove featuring the six women.  He stated, "Do you know how much retouching was done on that? But it was great to do, a challenge, to keep everyone's skin and faces showing the milage but not looking unattractive."  Dove wanted the women to look natural, but at the same time not show any stretch marks or cellulite.  According to the Health Guide Organization, over ninety percent of women have cellulite, so why would Dove, the company promoting Real Beauty, cover up such flaws in their own advertisements?  This is because cellulite is simply unappealing, and as Dangin mentioned, Dove did not want the women to appear unattractive.  This is yet another marketing strategy used to promote their company and products.  Once again, Dove proves to be hypocritical in their reasoning behind the promotion of their Campaign for Real Beauty.
     Dove’s purpose of creating the Campaign for Real Beauty was not to promote women’s self-esteem and what true beauty should be, but rather to devise a unique marketing plan to promote their company and appeal to a larger (no pun intended) audience.  Although Dove’s mission was to explain that what society tells us true beauty is, is in fact fake, they still promote models and tactics supporting society’s view of beauty.  In addition, while exploiting companies using digital enhancement to distort the image of what true beauty should be, Dove continues to digitally manipulate their own advertisements to appeal to the viewer, as well.  Although Dove did a phenomenal job in their marking strategies to appeal to a more vast audience, they consistently fail to follow through with their mission to promote “Real Beauty” and damage the idealized societal view of what beauty truly means.

If we’re beautiful just the way we are, why do those Dove ‘Real Beauty’ ads tell us we need to buy their skin firming creams?

If we’re beautiful just the way we are, why do those Dove ‘Real Beauty’ ads tell us we need to buy their skin firming creams?


The Ethical Nag

Why are those ads telling us first that our natural beauty should be celebrated – and then that natural aging must be stopped by buying Dove skin firming creams?

A More Natural Beauty

by noreply@blogger.com (Kayla D) @ An Analysis of Dove's "Campaign for Real Beauty"

Dove’s mission is to make morewomen feel beautiful every day by widening the stereotypical view of beauty andinspiring women to take great care of themselves. Dove’s lotion firming ad has six diverse women posing together in a very confident way. These women are posing in their undergarments making it seem like they have a high self-esteem about their natural womanly curves. All these women seem to have been selected from those in an everyday society instead of celebrities. Is the message these advertisers trying to send going to leave a positive influence on members of society or can they portray a more natural beauty?
            This ad by Dove strictly targets their viewers’ emotional appeals in several ways. First off there is no distracting background colors or objects in the ad so that the viewers’ focus is solely on the appearance of the women. The only thing that Dove has included in the ad is their logo, their slogan, “New DoveFirming. As tested on real curves” and a picture of the lotion line that they sell. The color white is used to symbolize that with Dove you can look forward to a brighter future. The image is also taken from a long distance in order to show the whole body image of the individuals and their natural curves. This leaves the audience to think that their curves could be just as beautiful if they were to try Dove’s lotion products. The orientation of the ad is also set up in a front view perspective to put an emphasis on the body image and facial expressions of each of the women. In order to draw focus to the women each of them are looking directly at the camera so they can imply a sense of power to their audience. The ad includes women who come from all different ethnicities in life so that the viewer can see that beauty is universal and comes in all different forms. Although the ad focuses on the element of universal beauty, they fail to put their focus on inner beauty and seem to focus just on the outer beauty. Finally, the use of little clothing implies sexiness and can leave the viewer wishing they could also feel that way in little clothing. Many of the elements in this ad will have a strong emotional appeal to their audience.  
            Since today’s media ads are heavily focused on supermodel like qualities it targets females and makes them feel as if that’s how they need to look. However, for this ad Dove used the average woman diminishing this feeling of their viewers. This demonstrates the use of pathos by Dove’s ad. With this ad, Dove tries to send the message that not all women have to have impeccable bodies and that the physical features they attain are beautiful. I think that Dove wants women to know that they make products for all types of women and it can help to restore and attain their beauty. The use of pathos is also seen in how the women are depicted in the image. Every one of them is shown with a bright and confident smile while comfortably posing in their own skin. With these women, showing self-confidence and joy it influences the viewers’ to want to feel this way to. The viewers’ want to feel as if they can be accepted into a group of such confident women. With these women, just wearing undergarments they remain satisfied with their body image and sexuality. This implies to the viewers’ that there are not afraid to show their real physical appearances’ and makes the viewer want to feel sexy in their own body as well. It is not surprising that women want to be slender and beautiful, because as a society “we know more aboutwomen who look good than we know about women who do good,” says former teen model Audrey Brashich. 
            While looking at this ad from Dove I think it is important for one to evaluate the way Dove has changed their ads to try to leave a more positive impact on society. One can see the use of ethos in this ad and how Dove is trying to heighten their reputation. I think that with this ad Dove is sending the message that one does not have to have supermodel qualities to feel beautiful in their own skin. They are trying to promote that women come in different shapes, sizes, and skin colors. Dove has begun to think outside of the box of average media by using more realistic and average women for their campaigns, since Dove has altered the use of their images they are building a better foundation for the reputation of their company. They know that the average women in today’s society will appreciate the fact that their ads are not based off what the media projects as beautiful.  Instead, they use an average woman with a curvy and thick figure. Kelly Cutrone owner of Peoples’ Revolution states, “models will become heavier if that’s whatconsumers demand and if people decide thin is out, the fashion industry won’thave thin models anymore.” Simply changing an element like this has an impact on women and leaves women to believe Dove is a honorable and ethical company that is truly concerned  about their viewers’ and not just making money off them as a consumer. This also leaves them to believe that Dove is trustworthy and that they will provide good effective products.  
            Ultimately, if Dove continues to change their focal points and continues to move away from the media perception of beauty they will be able to send a positive message and convey a more natural beauty. Although a lot of work needs to be done to achieve this goal, I believe that they have a good start on it through their use of ethos and pathos.

Remarks on the Struggle for Citizenship and Math/Science Literacy

by noreply@blogger.com (Elise) @ Rhetorical Analysis


Remarks on the Struggle for Citizenship and Math/Science Literacy
Robert P. Moses
Journal of Mathematical Behavior 13, 107-111 (1994)

Word Count: 329


1.      Argument:   Minorities should enter high school with the skills necessary to begin and finish the standard college-track mathematics courses.
2.      Audience:  Mathematical professionals, primarily math educators who read scholarly mathematic journals and probably conduct research of their own.
3.      Goal:  To show that the effects of junior high school math programs can be far reaching and due to this, should be focused on and highly valued.  By doing this the author hopes to gain support for his organization, The Algebra Project.
4.      How:
·        Logos:   The author uses statistics to support his findings, and his conclusions are very logical.  The sequences of events  that he uses, such as getting behind in junior high causing a ripple effect throughout the rest of a child’s education, are logical as well.
·        Ethos:  By using findings from several universities and examples of his own dealings with the National Democratic Party and launching a campaign in Mississippi adds to the author’s ethos.  The audience will generally respect their peers findings from other universities, and the authors’ personal experience will help to convince them that he has put a lot of thought and effort into his claims.
·        Typical:  The issues about citizenship and the statistics given seem to be typical of the majority of minorities’ experience.  Mathematic and scientific literacy do a lot for professional progression in the United States, and often language and other cultural barriers make it more difficult for immigrants and minorities to keep up.
·        Relevant:  This is a very relevant topic for today’s math educators.  Citizenship is a big issue in politics today, and finding ways to help these immigrants succeed in the U.S. is important to consider.
Effective or Not:   I think the argument is very effective.  It not only addresses some very big issues facing America today, but gives some helpful suggestions on how to help fix them.  It is also very logical, with will appeal

Not Rushing to Judgment

by Bob Hughes @ Pendulum In Action

You know that advice about writing an angry letter – write it, but don’t send it. Get your frustrations out and then let them go. You don’t really want to burn bridges by saying or writing something you may later regret. The same thing might apply to figuring out what’s going on in the world. […]

Unilever

by Magda Adamska @ BrandStruck

Category: FMCG Food; FMCG Non-alcoholic beverages; FMCG Household products; FMCG Personal care & beauty Owner of the brand: Unilever Key competitors: Procter & Gamble, Nestlé, Colgate-Palmolive, The Kraft Heinz Company, Reckitt Benckiser Group

Artykuł Unilever pochodzi z serwisu BrandStruck.

Johnson’s

by Magda Adamska @ BrandStruck

Category: FMCG Personal care & beauty – baby care Owner of the brand: Johnson & Johnson Key competitors: Pampers, Huggies

Artykuł Johnson’s pochodzi z serwisu BrandStruck.

Dove | BrandStruck: Brand strategy database

Dove | BrandStruck: Brand strategy database


BrandStruck

Category: FMCG Personal care & beauty – hair care, body care, deodorants Owner of the brand: Unilever Key competitors: L’Oréal, Garnier, Nivea, Olay, Avon

Tyler, the Creator Mountain Dew Ad: Critical Race Analysis

by Nex @ Media and Cultural Analysis, Spring 2014

In 2013, PepsiCo released a commercial for Mountain Dew as part of a series developed by African American rapper Tyler, the Creator. The ad immediately felt backfire as it was criticized for portraying racial stereotypes and making light of violence toward women. Using critical race analysis, I argue that the Mountain Dew commercial perpetuates african-american […]

Kellogg’s

by Magda Adamska @ BrandStruck

Category: FMCG Food – cereals Owner of the brand: Kellogg Company Key competitors: Cheerios, Nestlé, Cinnamon Toast Crunch, Lucky Charms, Weetabix, Quaker

Artykuł Kellogg’s pochodzi z serwisu BrandStruck.

To Conclude

by noreply@blogger.com (Dove Axe) @ Different axes of Beauty

Dove began as the trustworthy household bar of soap and has experienced tremendous success after undergoing a complete and daring repositioning with the launch of their "campaign for real beauty"; their campaign created invaluable media attention as the controversial adverts caught the attention of the masses. Unilever faced controversy surrounding Greenpeace and their use of palm oil, however Unilever quickly responded to these accusations, faced up to the facts and took immediate action. 

Despite some scrutiny towards the paradoxical approach to Dove and Axe both brands are successful. Axe is known for having more sex appeal, a strong identity, open minded and with strong leadership (Lovemarks test). 
Contrariwise, Dove's main associations are high self-esteem, purity, honesty, sincerity, freshness; all women are beautiful in their own way. Dove has strong brand equity, high values, is recognized as reliable, secure, and comfortable. (Lovemarks test).
To increase these associations, Dove uses a lot of images and pictures which represents “girls next door”, and also emotions through their testimonies. 
Axe's main associations are young, cool, fun, masculine, sexual confidence. Axe promises to its consumers that the brand will make them smell good, feel good and look good to seduce women. 
 It would be a great opportunity for Dove to create brand extensions addressed to men like shaving gel for example. 

Today both Dove and Axe are well known brands that one can buy in more than 50 countries. Each of the brands has its own loyal consumers, because each of the brands has its own spirit, idea and goal. Since each of the brands has its own strong stories and vision, each brand is a market leader in its target consumers' market. 
However, while Dove helps women as well as in the reality (The Dove Self-Esteem Project) as in the advertisement. Axe has a more digital influence. So, one can conclude, that Dove cares about its consumers a lot, contributing to some real life actions and bring to life more, than just a nice shower gel or soap.

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What you can REALLY do with an anthropology degree

by Rex @ Savage Minds

The Brooking Institute’s Hamilton Project (because after Hamilton everything has to be named after Hamilton) has a new website examining the relationship between career path and college major — in other words, it shows you what people who major in one field do for a living. The site and its accompanying interactive data visualizer and reports affirms … Continue reading What you can REALLY do with an anthropology degree

How Green Got Cool

by noreply@blogger.com (Giulia Carando) @ Public Relations Problems and Cases

As we push further into the new millennium, the concept of green living has gotten a makeover. Environmental issues are no longer isolated to special interest groups such as Greenpeace, Sierra Club, Adirondack Mountain Club, to name a few, but have rather become an issue staring every man, woman, and child straight in the face. This issue does not, per se, affect our generation, but more so, future generations. As green living no longer finds itself as an alternative lifestyle, marketers are capitalizing on an opportunity to tap into a new segment of the market: the eco-friendly consumer.

As green living has become more prevalent in the United States, it has not only become acceptable, but at times a fashion statement, especially among youth consumers. In this analysis, we will take a look at how three companies, Toyota, Honda and Whole Foods Markets, have positioned themselves as green initiators and cemented their place as eco-friendly companies. These three companies, along with many others, are at the forefront of noveau-green resurgence. In an effort to expand their market share and boost the bottom line, they were able to effectively bring green living back to life.

TOYOTA PRIUS

In 1997, Toyota began production of the first mass-produced hybrid vehicle, the Prius. After success in Japan where it was sold exclusively, the Prius made its way to the U.S. in 2001. The original American Prius model ran on a 1.5 liter, 4 cylinder engine, along with a permanent magnet A/C electric motor with MSRP under $20,000.

In 2004 the Prius was completely redesigned into a slightly larger, sleeker and sexier automobile. As its popularity grows, many have found the Prius to be harder to come by with many potential buyers finding themselves on wait-lists to purchase the vehicle.

NATIONAL TREE DAY PARTNERSHIP

In 2005, Toyota undertook the challenge of finding Australia’s “Greenest” celebrity in order to leverage them as environmentally credible and generate positive publicity of the Prius.

Using National Tree Day as a launching pad, they were able to create media opportunities using celebrities and Toyota ambassadors including world renowned environmentalist David Suzuzki, to participate in a photo shoot demonstrating how driving a Prius for a week could reduce CO2 emissions as effectively as planting 21 trees.

Australian debutante and Miss Universe 2004, Jennifer Hawkins was commissioned to plant trees creating buzz leading to National Tree Day. Prius’ were also loaned to media personalities to secure substantial endorsement.

Toyota was able to position themselves as the vehicle of choice for environmentally conscious drivers through a feature on the eco-friendly show, The Great Outdoors on Australia’s Channel Seven.

Through their strategy, Toyota achieved coverage through many different outlets including radio, national and local TV as well as a number of placements in consumer publications with a positive image for Toyota.

Toyota has also reached out into the social marketing realm to address criticism from environmental advocacy groups claiming Toyota is “two-faced on fuel economy”. The company has made numerous online and offline efforts in support of their green initiatives. Toyota is in a position to balance their green products versus their not-so-eco-friendly products. However, any consumer interested in Toyota’s green initiatives can visit their Open Road blog to read “Being Green”.

Toyota has revamped their Web site to showcase their Hybrid Synergy Drive technology and have added a hybrid filter to their online showroom. In addition, they have initiated a community site for Toyota Hybrid owners enabling them to create a profile based on their reasons for purchase.

Through their initiatives, positioning themselves as a green leader, Toyota has been named one of the top ten “Greenest Brands” and as of 2007 has sold over one million Hybrid vehicles.

HONDA

Although Honda Motor Company is relatively small compared to other Japanese car manufacturers, Honda is the largest engine maker in the world. Honda also had the first engine to pass the 1970 U.S. Clean Air Act. The Civic, Accord and Prelude were the only Honda vehicles sold in the U.S. up until the 1990s when Honda decided to expand their model lineup. In particular, the Honda Civic is the second-longest continually running nameplate from a Japanese manufacturer.

Since its premiere, the Civic has undergone several generational changes, making it attractive to a younger, hipper customer, ranging in ages 18-34. To reach out to this audience, Honda launched the Honda Civic Live Tour, a six-city tour featuring live concerts by leading bands such as the Black-Eyed Peas, John Legend and 311 combined with a festival and test drives of the Civic.

This event was a first for Honda, allowing them to team with The Powell Group to leverage the car to “tuners”, predominately young car enthusiasts who customize their vehicles to increase performance, personalize appearance, and enhance the volume of their engines and audio equipment. This market segment was exactly what Honda was after to align the car as a hip, urban trend. They were also able to create successful radio partnerships with local stations to promote the tour.

The Honda Civic Live Tour generated a total of 6.4 million impressions with an estimated $250,000 in publicity value. Not only was Honda able to generate strong traffic into the showrooms, but they were able to reach out to their target audience, providing this hip and upcoming audience with the notion that Honda is the “it” car of our time. Their ability to leverage themselves as the cool car for this younger audience has ultimately led them to align their “cool” factor with their green cars as well.

The Civic Hybrid is the most economic and environmentally responsible gasoline-powered Civic ever. The 2006 Civic Hybrid was so well received by consumers, that it has won the 2006 World Car of the Year Award for greenest car.

Akin to Toyota, Honda is able to promote their green initiatives through interactive and educational online marketing. The site, http://www.world.honda.com/green offers consumers a visually appealing and informative site. Honda was also named one of the top ten “Greenest Brands”


WHOLE FOODS MARKET

Another leader in the eco-friendly marketplace is Whole Foods Market, based in Austin, TX. Whole Foods Market’s mission—Whole Foods, Whole People, Whole Planet; reflects its care and concern for the environment. A key component of the Whole Foods mission is to be a leader in comprehensive environmental stewardship and the company has made an ongoing commitment to green power.

To many, Whole Foods has become a vested part of green living. Consumers say shopping at WFM has become a part of their lifestyle, as the company is noted for having high prices but historically, it has also been a leader in community outreach. In order to position itself as the leading natural food retailer and the go-to marketplace for the eco-friendly shoppers, Whole Foods Market focused on the “Whole Foods Experience” creating unique shopping environments catering specifically to each distinct season utilizing seasonal products and unique items within the stores. Outside the store, Whole Foods Market media outreach emphasized their community support and environmental stewardship practices as well as positioning the company as an industry leader in topical issues in terms of agriculture, food production and consumption.
To further cement their place as a hub of environmental friendliness, many Whole Foods Markets have begun holding seminars on green lifestyle, in and out of the kitchen including seminars on renewable wind energy. Whole Food’s has also publicized itself as a green leader through its Green Power standing. WFM is recognized by the EPA for running on 100% Green Power and has used this standing as leverage to differentiate from competitors.

Whole Foods is still making progress to maintain standing as the greenest brand. As of January 2008, Whole Foods eliminated all plastic shopping bags and now offer only 100% recyclable paper bags. WFM also offers stylish grocery sacks for a low cost.

A unique trait of Whole Foods Market’s CSR initiative is their community dedication. Whole Foods Market has consistently focused on supporting local agriculture, and community citizenship. Each year, WFM allocates a minimum of 5% of their profit into the local communities, generally dispersed throughout the year to a number of groups.

Ultimately, by keeping itself in the local media through community initiatives as well as creating store loyalty, Whole Foods Market has maintained itself as the top green brand in the U.S. and is a staple of green living.

EVALUATION

The three companies presented above have done an exceptional job at keeping the youth market involved with green initiatives through the use of hip and “cool” tactics. This effort positioned the green lifestyle in a fashionable light, building a platform for future green initiatives. It has also diminished pre-existing notions toward environmental-friendly living. Each of these companies has made it a priority to show the exact impact of customers’ loyalty to the business in terms of green lifestyle. Whether reducing your emissions by purchasing a hybrid car or supporting green power through Whole Foods Green Power initiatives, consumers know their brand loyalty makes the difference.

These companies are exceptionally successful because they are not making sacrifices when it comes to the bottom line. In fact, they are the pioneers in green marketing. Their marketing efforts have proven to be successful from both a consumer standpoint as well as a business perspective. Honda was able to reach out to a young audience with their music tour by incorporating Honda’s green values with prominent celebrities and musicians. Toyota was able to accelerate the Hybrid from the drawing board to a reality. They were able to effectively and cost-efficiently partner with green campaigns such as National Tree Day to align themselves as a green company. Whole Foods was able to position themselves as the retailer of the green lifestyle by extensive community support and an ongoing commitment to green initiatives.

These companies have created a solid foundation for the future of green marketing. Now that marketing has taken this course, the green issue will always be in play. Consumers will start to question whether or not businesses are doing their part to practice environmental responsibility, whether at consumer level or at the executive level. This movement has created a mutually beneficial relationship for three distinct parties: the companies, the public and the environment. In the foreseeable future, there seems to be no end to the trend. Until environmental issues begin to resolve, campaigns like these will be commonplace amongst everyone else.

Public relations professionals agree that green lifestyle coming to the mainstream is not just a passing phenomenon. Monica Del Rosario, an account executive with Hill & Knowlton's New York office has worked extensively with Green Cross International, specifically with their global solar report card efforts. "Stories about sustainability have been getting picked up more frequently than ever". said Del Rosario. "Everybody wants to see where they stand in comparison with others. The bar is definitely in the process of being set as to the standard of what it means to be green."

Del Rosario also noted that living green has become sexier in the media. "You may have noticed this recently, but driving an Escalade is much less sexy now a days. Green is profitable. Leo DiCaprio drives a Prius and Brad Pitt is trying to rebuild New Orleans with all green materials." said Del Rosario. "Being green has caught on big time and this is proof that it is most definitely cool."

The Body Shop on how its new owners are trying to revive its ‘activist spirit’

by Thomas Hobbs @ Marketing Week

The cosmetics retailer admits it strayed too far away from being a purpose-driven business under the previous ownership but is looking to turn that around with a new mobile-driven campaign.

The post The Body Shop on how its new owners are trying to revive its ‘activist spirit’ appeared first on Marketing Week.

McDonald's Hispanic Marketing Case Study

by noreply@blogger.com (Giulia Carando) @ Public Relations Problems and Cases

Laura Peck & Antoinette Francis

Comm 497B

October 22, 2009

McDonald's Hispanic Marketing Case Study

According to the McDonald's Web site, in 1940 Dick and Mac McDonald opened a restaurant in San Bernardino, Calf. called McDonald's Bar-B-Que. It was a drive-thru and offered car hop service. In 1948, the restaurant was shut down for renovations and reopened with a smaller menu. This consisted of hamburgers and cheese burgers, potato chips, pie and beverages like soft drinks, milk, coffee. At the time, a hamburger cost 15 cents. The french fries and milkshakes were added a year later in 1949. The famous founder, Ray Kroc, visits the McDonald's restaurant and learns that the owners are looking for a nationwide franchising agent. He gives up his job as a multimixer salesman and joins the McDonald team, turning it into the largest fast food restaurant chain in the world. The first McDonald's restaurant opened in Des Plaines, Illinois in 1955. The first day sales on April 15 were $316.12 (McDonald's History). "In 1961, Kroc bought out the McDonald brothers for $2.7 million" (McDonald's Corporation). And by 1965 there were over 700 restaurants, The current McDonald's mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience (McDonald's History).

McDonald's is a publicly traded company (NYSE: MCD) and according to Hoover's "nearly 80% of the restaurants are run by franchisees or affiliates." (McDonald's Corporation). Some of McDonald's competitors include Burger King, Wendy's, Subway, Chick-Fli-A and YUM! restaurants international which runs A&W, KFC, Long John Siver's, Pizza Hut, and Taco Bell. According to Hoover's, McDonald's leads the industry in annual sales ($23,522.4 million), employees (400,000) and market cap ($64,149 million). It also leads the industry in gross profit margin (37.55%) and net profit margin (26.87%) (McDonald's Corporation). It is able to stay ahead by offering consistent quality food products at it's franchises, no matter the location. It is also always developing new menu items. It's most recent the Southern-style chicken biscuit in breakfast and sandwich form and it's widely publicized and advertised McCafé (McDonald's Corporation). Unlike other industries, quick-service companies are thriving. According to McDonald's most recent quarterly earnings press release, there was a "10% increase over the Company's previous quarterly dividend rate and brings the total quarterly dividend payout to about $600 million" (McDonald's Raises Quarterly Cash Dividend By 10%).

One of psychological competition facing the quick-service restaurant industry is the criticism of large obese population in the U.S. It is especially true of the value meals which provide extra large portion sizes of unhealthy foods. The nutritional value of quick-service restaurant food have sparked campaigns and legal action. According to New York City Department of Health and Mental Hygiene, On January 22, 2008, the Board of Health approved an amendment to the Health Code that requires certain food service establishments (FSEs) to post calorie information prominently on menu boards and menus (Calorie Posting Regulations). Other criticize of McDonald's occurred after the documentary Supersize Me was released in 2004. The documentary involves filmmaker Morgan Spurlock and his quest to eat nothing but McDonald's for breakfast, lunch and dinner for a month. He has to eat everything on the menu once and has to supersize his meal anytime he is asked. His health is documented and tracked and the results are astonishing. The documentary does not paint McDonald's or the quick-service restaurant industry in a good light (Super Size Me (2004)). One of the biggest outcries was about the soc-economical reasons behind the combination of inexpensive fast food and the obesity rates among people below the poverty line. This is especially prevalent among two targeted publics, Hispanic and black populations, who have a pre-disposition to obesity and heart disease. "McDonald's continues to be a target for critics who charge the company's food lacks nutritional value and may be contributing to increasing rates of obesity, especially among children. In response, McDonald's has introduced healthier menu items and shifted its marketing towards children to show a more active Ronald McDonald" (McDonald's Corporation).

McDonald's provides fast-food products and friendly service to consumers. According to Hoovers, McDonald's is a part of the fast food and quick-service industry (McDonald's Corporation). It was one of the first of it's kind and led the way for other fast food franchising chains like Burger King and Wendy's. And have influenced it's competitors with innovating ideas like the dollar menu. McDonald's is also making strides when it comes to incorporating a diverse workforce. According to McDonald's.com, "more than 55% of [its] headquarters and U.S. company workforce are members of a racial or ethnic minority, and approximately 61% are women. More than 40% of [its] U.S. owner/operators and an even higher percentage of the people in training to become owner/operators are minorities and women." They also "purchase more than $4 billion a year in food and paper products from U.S. minority and women-owned businesses." Because of their diversity initiatives, McDonald's has been awarded a number of awards including Among Top 50 Places for Hispanic Women to work in 2004 by Latina Style, Among 50 Best Companies for Minorities in 2003 by the National Hispanic Corporate Council and Top Company for Hispanics in 2005 by Hispanic Business Magazine (People). Furthermore, "McDonald's Hispanic franchisees, when combined, represent the largest single Hispanic business in the country" (Diversity).

Furthermore, with the Hispanic population growing in size, McDonald's has focused some of it's marketing towards the ethnic group with the campaign "Me Encanta." It is the literal Spanish translation of McDonald's global slogan, "I'm Lovin' It." According the VPE Public Relations, the Hispanic specializing pr agency that works with McDonald's, "In 2004, the country’s estimated 40 million Hispanics are spending nearly $700 billion on goods and services. If this country’s Latinos were a nation, its gross domestic product (GDP) would rank ninth in the world, just below Canada. By 2008, researchers predict that Hispanics’ buying power will be about $1 trillion per year, representing an astounding growth rate of over 450 percent since 1990. Latinos are the largest and youngest ethnic minority group in the United States. By 2050, one of every four Americans will be Hispanic, a number that will exceed 100 million" (Hispanic Snapshot).

According to VPE Public Relations' Web site, "since 1992, VPE has played an instrumental role in strengthening McDonald's standing as the favorite quick-service restaurant of Hispanic families. VPE works hand-in-hand with the company's Communications and Marketing departments to adapt national initiatives in a meaningful way to the Hispanic market. Examples of successfully executed assignments include national concert tours for artists like Enrique Iglesias, Alejandro Fernandez and Molotov; major events like Fiesta Broadway and Calle Ocho; national promotions like Monopoly and Happy Meals; corporate responsibility initiatives like Go Active!; and sporting events such as World Cup, Olympics and All-American basketball. VPE has also worked closely with Ronald McDonald House Charities in establishing its HACER Scholarship Program as the country's largest serving Hispanic high school students" (McDonald's). Alma DDB, an integrated advertising agency specializing in the Hispanic market is also working on the Me Encanta campaign since 1994. According to Alma DDB Communications Manager, Olimpia Del Boccio, they "managed all the communications in terms of advertising and image for the Hispanic Market." The agency has produced many things for McDonald's including TV, print, radio and interactive ads. These campaigns and advertisements have won a number of awards including National Gold, District Silver, Local Silver and Local Gold at Addy Awards. They have also won Silver at the Best of Ad Age, Gold at Ad Age Hispanic, Gold at CRESTA and more (Awards).

One of their services including the entire "Me Encanta" Web site. The Web site is easy to navigate and is in both Spanish and English. Some of the videos however, such as the Tips from Missael Espinoza, from the Mexico Soccer team in only in Spanish and does not contain any subtitles unlike the rest of the videos. The links are relevant and sort the information into four categories: Your Music, Scholarships, Mexican National Team and Latin Pride. The Scholarships tab is the only one that leads to a bigger Web site designed to inform Hispanic students and parents about college and applying for scholarships. The Web site is only for consumer use.

McDonald's slogan or campaign theme of "Me Encanta" is clever and shows that although McDonald's is marketing towards Hispanics, the population is still part of the general population. Sometimes campaigns designed around a certain racial or ethical group will distinguish their differences instead of their strengths, morals and values. The public members (the Hispanic community) will relate to the theme and will enjoy that their material is available in both English and Spanish.Some of the video clips are available in Spanish and then in an accented English. McDonald's also uses the phrase "Mi Lado Latino" which means My Latino Side. This campaign is to promote Latino pride by providing consumers with computer wallpapers, t-shirt iron-ons, stencils, etc. with both the slogan and the McDonald's logo. While the idea is great, there isn't anything behind the campaign. There should be some information about Hispanic organizations, National Hispanic Month and things people could be proud about rather than just brand placement.

From a media standpoint, there isn't any links talking about what McDonald's is doing through its Hispanic marketing (Me Encanta). Surprisingly, the media center at McDonald's.com did not contain a general McDonald's press kit including a fact sheet or a backgrounder. The only material was pertaining to specific campaigns. And does not have that many press releases and none dealing with Hispanic marketing and campaign programs. It did have information on it's African-American Campaign 365Black and their work for Black History month. There were nothing about Hispanic History Month or the Me Encanta campaign (Electronic Press Kits Archive). The news releases that were found about "Me Encanta" were hosted on Web sites like PRnewswire.com and were pertaining to scholarships giving to Hispanic students. The majority of these documents concentrated on who received the money and how much money McDonald's had donated so far. There were also a number about college workshops being hosted in a number of high schools across the country. The documents concentrated on the scholarships rather than the restaurant (McDonald's Hispanic news on PRNewswire.com). However, on the general McDonald's Web site there is an electronic press kit for the entire McCafé campaign, and includes an fact sheet in Spanish (McCafé Perks Up Coffee Lovers Coast-To-Coast).

McDonald's also does not release information about their planning or marketing procedures. Attempts were made to contact representatives via phone calls and twitter and both times we were directed to the McDonald's Web site. The contact us student section states, "If you cannot find the information you are looking for on our website, then the information is either not available or it is considered proprietary/confidential. As such, we would not be able to answer your questions. And it went one to say "oftentimes, students ask very specific questions about McDonald's sales, business strategies and product information. However, due to the highly competitive nature of the quick-service restaurant industry, we simply cannot respond to questions of this nature" (Contact Us: Students). Contacting a representative from VPE Public Relations was also unsuccessful and as previously stated Alma DDB would only tell us what type of work they do for McDonald's. Therefore it is hard to find what particular planning measures that were taken prior to the launch. It is hard to know what type of research was conducted prior to the launch of the "Me Encanta" or "McCafé" campaign. However, because McDonald's is working with an agency and firm who specialize in the Hispanic market, it is general "Me Encanta" advertisement, which are merely the normal ads translated into Spanish. Having the English version of the Hispanic advertising spoken with a Spanish English accent was good move because it shows that many Hispanics speak English and that you don't have to just market only Spanish. It also shows that there are more to Hispanic culture than just the language (McCafé - Your search). And it is estimated that McDonald's McCafé campaign "is expected to receive an outpouring of more than $100 million fanned out across TV, print, radio, outdoor, Internet, events, PR and sampling" (Allison, Melissa). For the execution of the general McCafé campaign, McDonald's offered "Mocha Mondays" where they would give free samples of either their Iced Mocha or Hot Mocha beverage (McDonald's(R) Anticipates Giving Away an Estimated 10 Million Samples). They were also hosting a contest "McCafé Your Day" during the launch of the product, in including a grand prize of a $50,000 Visa gift cards (Perking Up This May, McCafé). Without information provided by McDonald's or the agency/firm, it is hard to tell if any evaluation was conducted after the launch to see if it was a success within the Hispanic markets. However, McDonald's is up for Ad Age's Marketer of the Year and received a lot of press on it's big McCafé advertising push (Vote for Ad Age's 2009 Marketer of the Year).

Overall the "McCafé" campaign was well planned and executed. Some of the strengths of the campaign was that it had it's own interactive Web site in Spanish and English just for the Hispanic market and was able to play off their cultural and societal values. It also created advertising in both Spanish and Spanish accented English just for the Hispanic Market. Some of the weaknesses was that there didn't seem like a lot of articles picking up on the specialized and specific Hispanic marketing initiatives that McDonald's. And other than the Web site or advertising McDonald's didn't appear to have particular promotions or contests involving the McCafé in the Hispanic community. It would have been a good idea to have McCafé sponsor events or concerts centering around the Hispanic community. An opportunity for McDonald's is their upcoming sponsorship of the 2009 Latin Grammy's concert tour. They would have given out free samples and information at these events across the country. A threat for McDonald's is the importance that coffee and espresso products play in Hispanic culture. McDonald's is truly trying to bring society awareness that a fast food company can provide coffee products at low prices without compromising the quality. Strategies and tactics that work well with this audience is making things family and music orientated and quality at a low price. McDonald's does this through it's McCafé section on Me Encanta, where it plays a Latin "Café" song and talks about the quality ingredients that goes into the product (McCafé - Home). Also by creating McCafé coffee shop it is promoting an atmosphere were the entire family can enjoy McCafé products.

Competitors in the quick-serve food industry are also jumping on the Hispanic marketing bandwagon. Burger King is "putting ads in such publications as Poder and Hispanic Enterprise" (Del Valle, Elena). According to the Director of MultiCultural Marketing for BKC, Alexandra Galindez, "Burger King Corp. is committed to engaging Hispanic consumers in a meaningful and relevant way" (Burger King). Burger King's main Hispanic campaign is "Futbol Kingdom" an interactive Web site with games and information about their "Futbol Kingdom" city tour (Futbol Kingdom). However, Burger King has made some "offensive" advertising for the European market, including one depicting a "little bit" Mexican man wearing the Mexican flag and promoting the Texican Burger. (Mexico protests Europe Burger King Texican Whopper advertisement's use of Mexican flag). Another quick-service food industry competitor is Wendy's. However, their site offered even less than Burger King's even though it references Vidal Partners for handling their Hispanic advertising (News). At the top right hand corner you could change the Web site from US English to US Espanol. However, this just translated the already present material and cut down on some of it's content. It removed the news & offers, ads and about us sections (Wendy's). Out of the three quick-service restaurants, McDonald's definitely not only had the most available for Hispanics when it came to advertising and interactive Web sites but also researched the market so not to offend the Hispanic market and community. Neither Wendy's nor Burger King had Hispanic oriented social media. Although they both had a general twitter (@theBKlounge, @therealwendys) and a facebook pages. This is the same as McDonald's (@McDonald's) and perhaps a spanish-only assumed that not much research had to be conducted for this particular campaign and that the agency/firm were familiar with Hispanic culture, society and values. As for the tactics, the goal of the campaign is to increase awareness and sales of McDonald's new coffee line, McCafé. And furthermore, to create positive attitudes of Hispanic consumers towards fast food coffee and espresso products. For the "Me Encanta" and "McCafé," McDonald's hosts interactive Spanish-English Web sites. According to the Alama DBB Web site, "Hispanics have a cultural relationship with coffee; they can sense when it isn't fresh or when it's been watered down. They trust their senses and know when something is real because they can see it, feel it, hear it, smell it and taste it. That's why our ideas was to take consumers to experience McCafé coffees with their 5 senses. We created www.meencanta.com/McCafé, a site with a great variety of activities that give consumers a space to interact with the product while stimulating their senses, using their webcam, microphone, headphones, mouse and keyboard" (McCafé).

Also the advertising for McCafé are made specially for Hispanics compared to the

facebook and twitter account will be soon implemented by the fast-food giants.

McDonald's currently has a website specifically tailored to the Hispanic community in both English and Spanish: www.meencanta.com. On this website, viewers will see a colorful display with interactive features to keep them enticed. Within that website, viewers will find a page for the McDonald's "McCafé." It also has an interactive display with Hispanic-styled music; the website is in both English and Spanish.
Through McDonald's Electronic Press Kit for their McCafé, viewers will see their mission statement, stating, "McDonald's McCafé espresso-based coffees are available nationwide, giving consumers a variety of customizable beverages that can be enjoyed any time of the day, as morning pick-me-ups or indulgent afternoon treats... McDonald's McCafé beverages include espresso-based coffees such as cappuccinos, lattes, mochas, iced lattes, and iced mochas, as well as hot and ices Premium Roast brewed coffees and hot chocolate." (“McDonald’s Electronic Press Kit.”) On this website, there are press releases, and promotional images and videos, specific to McCafé. The images they place on this site, not only include the product, but the images are of where the products are from with photographs of coffee farms and coffee beans. This goes to show consumers and the media that McDonald's McCafés are fresh and natural.

Upon entering the Hispanic McCafé website (http://www.meencanta.com/mccafe/index_english.jsp), viewers will be first see the eye-catching layout and then hear the McCafé music, modeled from Hispanic beats. The lyrics to the short music bit repeats: "cafe, caliente, soloso, my cafe," translated to coffee, hot, alone, my coffee. As the view moves throughout the site, they will experience all 5 senses of the McCafé: touch, taste, hear, smell and sight. The first link will bring the viewer to an interactive page where they can "touch" coffee beans by playing around on their keyboard. The second link will bring the viewers to another interactive page that explores the "taste" sense by putting the viewers face within the coffee's reflection. The third link will bring the viewers to a music bit that explores the "hearing" sense through aromatic sounds of brewing, pouring, and drinking coffee. The next and fourth links will bring viewers to a page that allows them to play with coffee foam, which represents the "smell" sense. The final and fifth link that explores the "sight" sense will bring the viewer to two commercials for the McCafé.
In "The Seattle Times" article, "McDonald's outspends Starbucks 4:1 on new ad campaign, reporter Melissa Allison describes how McDonald's is bringing in heavy competition for Starbuck Coffee Company. She says, "Now Starbucks is trying harder, with a brand campaign that launched this week as McDonald's begins an ad blitz for its espresso drinks, which have been rolling out for years but finally reached more than 11,000 stores." ("Coffee City McDonald's outspends Starbucks 4:1 on new ad campaign Seattle Times Newspaper.") The articles says how McDonald's will probably bring in more than $100 million through this new advertising campaign, using television, print, radio, internet, events, PR and sampling means of promotion.

"It’s cornered the market on Big Macs, fries, and shakes. And now McDonald’s is riding a massive marketing campaign to make gastronomic gains in premium coffee," states "The Boston Globe" in a June 18, 2009 article. ("McDonald's gains ground on coffee rivals Dunkin', Starbucks - The Boston Globe.") Reporter Jenn Abelson describes how with the introduction of the McDonald's McCafé, there is going to be a increased competition in the coffee industry. "McDonald’s is 'like a 9,000-pound gorilla,' said Dennis Lombardi, executive vice president of food service strategies for WD Partners, a restaurant and retail design and development consultancy. "They have made a very strong push to build share with its McCafé brand and to show it is an alternative to coffeehouses.'" ("McDonald's gains ground on coffee rivals Dunkin', Starbucks - The Boston Globe.")
ABC News states, "McDonald's Corp. on Tuesday began a more than $100 million marketing campaign including TV, radio, print, online and outdoor ads for its McCafé line of espresso drinks. The drinks are now being rolled out to the chain's 14,000 U.S. locations." ("Coffee Retailers Heat up Advertising, Cut Prices - ABC News.") This article talks about the drop in prices advertising prices as the competition to advertise goes up.
In a blog on HispanicAd.com, Manny Gonzalez describes in detail the four "P" of advertising within McDonald's McCafé Campaign. He states that within the product domain, the McCafé has contributed to about 2.8% increase in McDonald's U.S. sales. He goes on to say that the cause of McDonald's success is their diverse pricing strategy. Within the place domain, what also contributes to this success is the direct relationship between franchises and corporation. Through this direct relationship, McDonald's helps franchises become well-represented ethnically, as the most prominent and successful franchisees are in LA and NY, where many Latinos reside. He then examines McCafé's promotions and concludes that McDonald's marketing is centered around the multicultural aspect. They realize that they need to be marketing to a diverse population. (http://www.hispanicad.com/blog/?p=169)
In "McDonald's Mobile Campaign Targets Hispanics," reporter Mark Walsh says that 10 million samples of the McCafé will be given away on "Mocha Mondays" "as part of its broader push behind the new McCafé coffee line." Working with a mobile ad network, McDonald's, specifically targeting the 2.3 million New York Hispanics, created a mobile text messaging system that will remind users to take part in the "Mocha Mondays," where they will receive a free 7 oz. Iced McCafé Mocha or an 8 oz. Hot McCafé Mocha. ("MediaPost Publications McDonald's Mobile Campaign Targets Hispanics 08/06/2009.")

On May 5, 2009, McDonald’s released their “McDonald’s McCafé Perks Coffee Lovers Coast-to-Coast press release. It examines the new McDonald’s McCafé beverages. In the press release, the slogan “McCafé Your Day” is introduced as well as a contest and sweepstakes where “consumers are invited to visit www.mcdonalds.com/mccafe to submit a story and photo about why they or someone they know deserve a chance to be one of two grand prize winners, each taking home a $50,000 Visa gift card and $500.” ("McCafé Perks Up Coffee Lovers Coast-To-Coast.") The news release goes on to explain the enormous launch of the McCafé:

In 2006, McDonald’s successfully introduced Premium Roast dip coffee. In 2007, the company introduced iced Coffees to the menu and began testing the full-line of espresso-based specialty coffees in selected U.S. markets. The national introduction of McCafé marks McDonald’s largest product launch in 30 years, since the introduction of the Egg McMuffin sandwich to its national breakfast menu in 1977. ("McCafé Perks Up Coffee Lovers Coast-To-Coast.")

The July 9, 2009 press release, “McDonald’s Anticipates Giving Away an Estimated 10 Million Samples during the ‘McCafé Mocha Monday’ Nationwide Sampling Event Starting July 13,” introduces the McCafé Mocha Monday, where consumers can get free (specified) coffee each Monday from 7 a.m. to 7 p.m. at participating restaurants from July 13 to August 3. This press release states that this is the largest sampling initiative McDonald’s has ever taken. Like in the previously-mentioned press release, this release goes over the McCafé Contest and Sweepstakes, as well as a brief overview of the McDonald’s brand coffee. (McDONALD’S® ANTICIPATES GIVING AWAY AN ESTIMATED 10 MILLION SAMPLES DURING THE “McCAFÉ® MOCHA MONDAY” NATIONWIDE SAMPLING EVENT STARTING JULY 13.)

Found on Hispanic PR Wire, a press release, “Gavina Coffee Helps Put the Accent on McDonald’s New McCafé Brand,” goes into a detailed overview of coffee supplier behind the McCafé. It talks about how a family-owned company, known as Gavina Gourmet Coffee of Los Angeles “helped formulate the company’s successful line of McCafé specialty coffee drinks recently launched on a national level.” ("Hispanic PR Wire - Gavina Coffee Helps Put the Accent on McDonald's(R) New McCafé(R) Brand.") The press release goes into a history and ends with a quote from the owner of the supplier; he says that “McDonald’s has given [the company] an opportunity to prove [themselves.]” ("Hispanic PR Wire - Gavina Coffee Helps Put the Accent on McDonald's(R) New McCafé(R) Brand.")

Overall, the media coverage seems to be similar to McDonald’s messages. There have not been any controversies around the new McCafé beverage, so there are not different in messages. All the media coverage seems to center around how McDonald’s is new competition for other coffee brands and how McDonald’s has invested so much into their McCafé campaign. The press releases typically talk about what McCafé is and how it came to be. They also illustrate the different events to help promote the McCafé. The media seems to use this same information about the fact of McCafé in their coverage.
When compared to McDonald's competitors the brand is far ahead when it comes to Hispanic marketing but furthermore, it's outreach allows Hispanic consumers to connect on a deeper level with the brand. It shows effort to produce Hispanic oriented commercials in both Spanish and Spanish-accented English. And their Hispanic oriented Web site, Me Encanta, is impressive along with their specific product interactive Web sites. Hispanics should be proud to know that their consumer buying power is being taken seriously and that companies are specifically adjusting to meet their needs, culture, values and norms.

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Dove Repositioning

by noreply@blogger.com (Dove Axe) @ Different axes of Beauty




Dove underwent drastic market repositioning from the original advertising of their beauty bar launched in 1957. Their positioning then was based on the revolutionary aspect that it claimed to not dry out the skin the way regular soap did. This proved to be successful seeing as it was the “#1 Dermatologist Recommended brand in the US, Canada and France and strongly endorsed by Dermatologists across the world” (Unilever).