HelloFresh Attitude Structure

Attitudes are considered learned predispositions in which an individual behaves in a favourable or unfavourable way. Attitudes can be learnt in 3 ways:

• As a result of complete product satisfaction
• Trial of a new product
• From prior knowledge and beliefs.

 

Solomon & Russell-Bennett 2019

 

An attitude is structured using the ‘Model of Attitudes’. This model accentuates the need for:

• Cognitive Components (knowledge acquired by prior experience with a product and related knowledge)
• Affective Components (consumers feeling about a product)
• Conative Components (consumer acts in a particular way with regard to the product)

Using this model I will identify how HelloFresh customers have adopted positive attitudes towards the satisfaction of their service.

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HelloFresh customer attitudes are most commonly developed prior to having tried the service due to the rapid exposure of influencer marketing online. HelloFresh customers buy the service due to the key benefit of ‘convenience’. HelloFresh’s reputation of being a convenient product implies that a majority of their customers have a pre-determined need as to why they must purchase the meal kit service e.g. groceries costing too much, or not enough time to cook and plan meals. HelloFresh’s co-founder Tom Rutledge states “The householder has traditionally had to make thousands of decisions in preparing five meals a week. We reduce that to one – to get a box” (Bailey 2018), emphasising the customer incentive of ‘convenience’ when purchasing their service.

Image via: April Verjoustinsky

When looking at the cognitive components of the HelloFresh customer attitudes it is evident that these attitudes will be derived from learnt knowledge through influencer marketing. HelloFresh has adopted influencer marketing, meaning the company does a partnership with a third party to create and distribute their brand message (Kim 2018). In turn, a HelloFresh customer can also attain a cognitive attitude whereby they have had a positive initial experience when testing the service making them inclined to repurchase the meal kit on a regular occurrence.

An affective attitude response by HelloFresh customers is derived through the sensory satisfaction they receive when using the service. If the HelloFresh meal was delicious and flavourful a customer will be motivated to make a repurchase of that particular meal as they have generated a positive sensation when tasting the food.

Through a conative (behavioural) perspective a satisfied HelloFresh customer will adopt a positive purchase behaviour making them repurchase the meal kit delivery after their initial trial of the product. Conative attitudes are influenced by the behaviour sought out by customers when trialling a product/service. In turn, HelloFresh customers must prepare the meals within their subscription box making this a physical endeavour in which they must pursue to obtain the full experience that HelloFresh offer. If the HelloFresh customer is satisfied by the difficulty level and enjoyment of the preparation process they will repurchase the product.

 

Reference List:

Bailey, M 2018, ‘HelloFresh delivers first Australian profit, 6 years after launching here’, Financial Review, 23 May, viewed 14 May, <https://www.afr.com/technology/hellofresh-delivers-first-australian-profit-6-years-after-launching-here-20180521-h10czk>

Kim, E 2018, ‘The Future of Integrated Marketing: When Influencer Marketing and Branded Content Collide’, CMS Wire,  8 August, viewed 14 May, <https://www.cmswire.com/digital-marketing/the-future-of-integrated-marketing-when-influencer-marketing-and-branded-content-collide/>

Solomon, R, Russell-Bennett, R & Previte, J 2019, ‘Consumer behaviour: buying, having, being’, 4th edn, Pearson Australia, VIC.

What motivates you to buy HelloFresh

The degree to which someone is motivated to make purchase decisions can be referred to as Motivational Strength. Solomon & Russell-Bennett acknowledge motivational strength as a person being willing to “expend energy to reach one goal” (2019). Consumer behaviour theories share common ground, recollecting the basic idea that people have a fixed amount of energy that they allocate towards their personal goals.

Solomon & Russell-Bennett have determined two motivational theories; Drive Theory, and Expectancy Theory.

The Drive Theory directs individuals to manifest behaviours which create dominant responses. Developed by Sigmund Freud this theory is changeable with factors such as social situations impacting behaviour as well. This in turn leads to individual manifesting behaviours, which serve as dominant responses (Communication Theory 2019).

The Expectancy Theory highlights the ability to achieve external outcomes to a purchase decision rather than ones pulled from within. The positive incentives which motivate consumers to make purchase decisions offer positive consequences to the overall product satisfaction.

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HelloFresh predominately motivates their customers using characteristics of the Expectancy Theory. HelloFresh has acknowledged the need to communicate to their consumers using various media types, particularly when communicating to young consumers, new types of media, like social media, should be considered.

These consumers make purchase decisions which are influenced by cognitive factors. The cognitive factors create desirable outcomes which are recognised through HelloFresh marketing efforts such as Influencer Marketing. Consumers rely on the mass media for relevant information acting as a source which results in the beliefs and attitudes about the healthiness of foods diverging from established knowledge (Kaya 2016).

 

https://www.instagram.com/p/Bw3_niNlugV/

Here is @georgiestevenson sharing with her Instagram followers how convenient HelloFresh has been whilst moving house. The review Georgie gives specifies the positive attribute of ‘convenience’ as the motivation to purchase the product.  

 

 

 

Watch From 8min 30sec

Here we see YouTubers Aspyn Ovard and Parker Ferris show how they prepare their HelloFresh meal. The influencers give the box a wholesome review providing a positive outcome on what consumers should expect by purchasing the service.

 

Reference List

2019, Drive Theory, Communication Theory, weblog post, <https://www.communicationtheory.org/drive-theory/>

Kaya, I 2016, ‘Motivation Factors of Consumers’ Food Choice’, Food and Nutrition Sciences, vol. 7, pp. 149-154.

Johanson, B, Naes, T  & Hersleth, M 2011, ‘Motivation for Choice and Healthiness Perception of Calorie-Reduced Dairy Products A Cross-Cultural Study’, Appetite, 56, 15-24

Solomon, R, Russell-Bennett, R & Previte, J 2019, ‘Consumer behaviour: buying, having, being’, 4th edn, Pearson Australia, VIC.

 

Psychodynamic vs Dynamic Consumer behaviour

Personality dramatically influences the way consumers respond to marketing stimuli.  Whilst some theorists stress that personality is attained from early childhood experiences and hereditary influence, others believe that personality develops over time and this is what intuitively affects purchase decisions.

In turn, the HelloFresh Brand personality is inferred via the user, the endorser, the logo, the price and the style of their advertising. HelloFresh have greatly endeavoured influencer marketing within their advertising strategies to create a young and fresh appeal to their brand identity. Therefore, with the current brand personality HelloFresh attain, consumers can either resort to the brand through ‘Psychodynamic’ or ‘Development’ behavioural approaches.

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Psychodynamic behaviour refers to the unconscious forces of which we are unaware has occurred, particularly experiences partaken throughout early childhood (Simmons 2019). Whereas Developmental behaviour is one learnt over time, and through product satisfaction of previous experiences. The HelloFresh consumers have moulded both psychodynamic, and development behavioural approaches.

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A Psychodynamic approach is formed through the family-oriented approach HelloFresh sustain. The company sell a Family Plan meal kit, featuring child-friendly recipes resulting in $8.74 per meal (Giglio 2017 p.33). Therefore, when recalling the psychodynamic behaved consumers, it is evident that children are predominately recognised in this category as they follow their parents lead when eating from the Family Plan. This form of influencer marketing shows that children are credible and trustworthy sources to relate to rather than a paid advertisement, likewise the statement stated by Abidin (2016).

View this post on Instagram

A post shared by HelloFresh (@hellofreshau)

This Instagram post made by @hellofreshau highlights psychodynamic behavioural traits adopted by the children. It displays how kids get involved in the HelloFresh dinner services on behalf of their parent’s decision of purchasing the box.

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Conversely, a Developmental behaviour approach made by HelloFresh consumers can be recognised through the repurchases of the meal kit service. Product satisfaction forms developmental behaviour for consumers to adopt as they become more inclined to make a repurchase in future weeks. The convenient, and satisfaction measures of the product are the major influences which affect the developmental behaviours of the HelloFresh customers. Using YouTube as an influencing platform is appropriate for millennials as they have the power to disloyal unwanted content that does not satisfy their expectations or needs through their subscription list (Grafström,  Jakobsson, Wiede 2018).

YouTube HelloFresh Review: Highlights Developmental behaviour through product satisfaction. ‘caracollectingmemories’ on YouTube has continued purchasing the meal kit service for six weeks.

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To conclude, it is greatly evident that HelloFresh customers make purchases coming from different behavioural influences. Through innovativeness, cognitive personality factors, consumer ethnocentrism, and influence susceptibility HelloFresh attain consumers with compliant personality traits. The competent brand personality HelloFresh uphold highlights reliability, and success which has been achieved through the Informational, and Classical conditioning the company has developed within their marketing efforts.

 

Reference List

Abidin, C 2016, ‘Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram’, Media International Australia, 161(1), 86- 100.

Giglio, A, 2017, ‘Dinner Is Delivered with a Side of Liability’, Duquesne Business Law Journal, Vol.19

Grafström, J,  Jakobsson, L, Wiede, P 2018, ‘The impact of influencer marketing on consumer’s attitudes’, PhD thesis, Faculty of Business Administration, Jonkoping University, International Business School.

Simmons, A, 2019, ‘Psychodynamic Approach: The Basics’, Psychlotron, viewed 11 April, <http://psychlotron.org.uk/newResources/approaches/AS_AQB_approaches_PsychodynamicBasics.pdf>

 

The Black Box of HelloFresh

The connections learnt between a consumer and a brand is integral when developing brand loyalty. The learning phase of a brand campaign allows consumers to develop a core orientation to the brand, and revive existing memories that increase the salience of previously learnt connotations (Pham & Vanhuele, p.408). A major influence of a HelloFresh’s brand recognition is its ‘Brand Personality’ in which is defined as a set of human characteristics associated with a brand (Aaker 1997). HelloFresh has adopted many characteristics which influence a consumers interpretation of HelloFresh top of mind qualities. 

A major behavioural learning theory adopted by marketers is the Black Box Theory. This theory underlines the study of consumer buying behaviour using two approaches:

• Classical Conditioning
• Instrumental Conditioning

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Classical Conditioning achieves a positive outcome through the combination of two different stimuli formulating a new meaning (Johnson 2012). The main aim of Classical Conditioning is for marketers to get consumers to associate their product with a particular feeling or response.

HelloFresh has embraced a Classical  Conditioned response within their adverting tactics through the fresh appeal they highlight in a majority of their campaigns. Consumers are conditioned to associate the brand with the fresh ingredients they claim to offer. Therefore, consumers immediately associate the brand with healthy and fresh ingredients when they are asked about its top of mind properties.

Classical Conditioning emphasizes brand equity through the positive association of healthy meal choices the service provides, demanding loyalty in customer responses. HelloFresh delivers sequential conditioning within their marketing efforts through the brightly coloured, short advertisements they generate. The complementary marketing work of HelloFresh highlights the holistic approach the brand strives to achieve.

 

This UK HelloFresh television advertisement is a 30-second campaign which highlights the fresh ingredients in one weekly subscription box through close up shots of the fresh ingredients, as well as the instruction card. The location of the advertisement also begins at a local farm to emphasize the holistic approach the company strive to achieve. 

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Instrumental Conditioning is also known as the process of ‘Trial and Error’, where a consumer learns the consequence of obstructing rules and behaviour (Indiana). Instrumental Conditioning decreases the chance of negative behaviour to occur again in the future by teaching correct behavioural habits.

HelloFresh adopts Instrumental Conditioning in a unique way. The service supplies its consumers with a step-by-step instruction sheet, and pre-measured ingredients to make each meal. Therefore, consumers are unlikely to yield a negative outcome when preparing their meals. This form of conditioning teaches HelloFresh customers how to cook nutrient dense recipes in a safe manner. Behavioural conditioning allows customers to learn the link between the product and memories, and create a potent way to build, and keep brand loyalty.

Example of a HelloFresh Recipe Card

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HelloFresh has adapted applications of Stimulus Generalisation. The company have formed a brand that capitalises the simplistic ability to create healthy meals in a convenient manner. The branding and packaging decisions that HelloFresh have made are central to forming this stimulus generalisation. HelloFresh has developed a fresh green look to their packaging, making the brand easily identifiable when comparing it to its competitors. The bright identification HelloFresh has developed creates a positive association with the company name, standing as an Index feature for the brand. Consumers associate the brand with fresh and healthy ingredients by combining the natural green logo with the nutritious meal options available within the service.

HelloFresh Insulated box. The brown cardboard box contrasts with the bright green logo and white cursive writing.

Reference List:

Aaker, J 1997, ‘Dimensions of brand personality’, Journal of Marketing Research, vol. 34, no. 3, pp. 347-357

Indiana, ‘Instrumental Conditioning’, Indiana’, viewed 30 March, <http://www.indiana.edu/~p1013447/dictionary/instcond.htm>

Johnson, A 2012, ‘Classical Conditioning in Marketing and Advertising’, CCIMA, 18 October, viewed 30 March, <http://ccima.blogspot.com/

Pham, M.T, Vanhuele, M, 1997, ‘Analyzing the Memory impact of Marketing Factors’,Marketing Letters, edn.8

8 second attention span…

The human attention span has recently decreased, making the need for engaging advertising integral. A marketer must establish a captivating message that resonates with their audience on a simplistic level. Sensations are absorbed by the consumer within their 8-second attention span, which is then used to interpret the stimuli provided.

The Information Processing of a consumer when responding to an advertisement is interconnected in 3 stages. These stages are classified as the Stages Of Perception:

1. Exposure: The attention of a consumer which is stimulated by a marketing campaign.
2. Attention: The extent to which processing is devoted to a particular stimulus (Solomon et al, 2019).
3. Interpretation: Decoding of marketing messages (Basu 2019).

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The global meal service company ‘HelloFresh’ has a customer-centric marketing approach, allowing their customers to play a participatory role in content creation (Fitzgerald 2018).

HelloFresh is a service supplying fresh food and recipes directly to consumer households in 10 international markets. The meal kit service include all the ingredients required for each recipe card in the weekly boxes which are sent out on schedule. These ingredients are meticulously personalised for each subscriber (HelloFresh 2019).

This HelloFresh television advertisement accentuates the family orientated approach to cooking the company strive to achieve. The ad exploits a family as they unbox their weekly subscription of fresh produce and ingredients supplied in the box.

Whilst a consumer watches this advertisement they will experience exposure through psychophysics (the physical environment of the advertisement). The psychophysics influence the consumer’s subjective experience of HelloFresh. For instance, this ad is situated in a kitchen and dining area, resonating the brand with a family orientated identity. Meaning, whenever a consumer is in the kitchen they will immediately think of the great service HelloFresh provide.

The 15-second television ad is straight to the point and portrays its message through a simple storyboard, making attention to the ad easy to comprehend. The ad is shot using a brightly coloured filter overlaying the raw film footage. A majority of the shots use the zoom feature to emphasize the fresh produce, or the focus feature to clearly acknowledge the actor’s emotion. These strategies make the stimuli more relatable and easier for consumers to devote their attention to the content.

Customers interpret HelloFresh through a comprehensive direct-to-consumer feedback loop. The inclusive consumer to business communication made by HelloFresh alongside the healthy and nutritious brand image, allow customers to acquire an automated unconscious interpretation of HelloFresh. The meticulously organised natural ingredients included in the subscription box provide a brand personality in which consumers assign to common human traits.

“Our marketing should not distract the customer, but rather provide them with answers to their individual questions”  Villanueva 2019 

This quote stated by Karl Villanueva, the head of search engine marketing for HelloFresh, highlight the customer-centered approach HelloFresh wish to obtain. This proves that HelloFresh provide semiotic messages that answer their consumer’s questions. HelloFresh does this through the simple messages they create in their marketing. These simple messages highlight both; signifiers (sensory representations e.g. location, taste) and signifieds (what the signifier stands for or implies e.g. convenient food options)( Teresa & Kernan p.49). The Index sign implied in HelloFresh’s marketing consists of the fresh/holistic food adjoined to the green logo of their brand. This combination of ‘freshness’ and the colour ‘green’ connect the product to the brand as they share the same properties, making it easier for their customers to identify their products.

HelloFresh Logo: The green colouring and the leaf image both represent the holistic brand image of the company.

 

Reference List:

Basu, C, 2019, ‘The perceptual Processing in Marketing’, Bizfluent, viewed 28 March, <https://bizfluent.com/info-8297366-three-perceptual-processes-marketing.html>

Fitzgerald, M, 2018, ‘Food for Thought: How HelloFresh is on a mission to make us a less ‘hangry’ after work’, Forbes, 27 March, viewed 29 March, <https://www.forbes.com/sites/aaronkwittken/2018/03/27/food-for-thought-how-hellofresh-is-on-a-mission-to-make-us-less-hangry-after-work/#b29ce555dc11>

HelloFresh, 2019, ‘HelloFresh boosts digital marketing campaigns, increasing conversion rates with Tableau’, Tableau, viewed 29 March, <https://www.tableau.com/solutions/customer/hellofresh-boosts-digital-marketing-campaigns-and-increases-conversion-rates>

Solomon, M, Russell-Bennett, R. and Previte, J, 2019, ‘Consumer Behaviour’, Australian Edition, 4th Ed., Pearson

Teresa, D , Kernan, J , 1992, ‘Reading Advertising: The What and How of Product Meaning’, Journal of Consumer Marketing, Vol. 9 Issue: 3, pp.48-64

Villanueva, K, 2019, ‘HelloFresh boosts digital marketing campaigns, increasing conversion rates with Tableau’, Tableau, viewed 29 April, <https://www.tableau.com/solutions/customer/hellofresh-boosts-digital-marketing-campaigns-and-increases-conversion-rates>

 

Hi Siri, What version of the iPhone are we up to?

In November 2018 I made the arduous decision to splurge and purchase a new phone. Living with an iPhone 6S in my hand for the past 4 years made my decision quite easy….

Of course I had to purchase another iPhone.

Tech Giant ‘Apple’ have released a total of eighteen iPhones, from a 16 GB web-browser to a 512 GB all-in-one camera, work space, and entertainment centre (Carey 2018), you can imagine I was overwhelmed with the variety of options I could choose from.

This feeling of overwhelming emotions is linked to the Hyperchoice prosperity that Apple provides to their consumers. Many options of similar products make consumers use psychological energy which may result in the inability to make future purchase decisions.

The purchase of my new iPhone was pursued with an Extended Problem Solving mindset which entailed an Information Processing Perspective. The Information Processing Perspective allowed me to integrate as much possible research as I could, prior to making the purchase. This research included such things as price comparisons, the aesthetical look of the phone and the camera quality.

In respect to the Affect Infusion Model,  I had both a ‘Direct Access’ and ‘Motivated’  judgement. These judgements were perceived through the mentality of wanting a new phone for a better quality camera, and the thought of either purchasing an iPhone XR or an iPhone X. I was motivated to create quality content for companies I work for on social media, meaning I required a quality camera to do so.

Customer Value was another major influence impacting my decision to purchase an iPhone. Prior to my purchase, I had recognised that the iPhone has Hedonic Value to me. Hedonic brands provide their consumer’s warmth and positive emotions through the aesthetical appearance of the product, which is exactly how I felt throughout this process (Peter & Ponzi, p.425). The most recent iPhone varieties have a glass back panel and no home button, these two characteristics influence the Hedonic Value I associate with the iPhone.

My ultimate decision was influenced greatly by Zipf’s Law. Zipf’s law is recognised as a pattern which describes the top, second, and third-ranked products/brand (Solomn et al. p.307). Immediately before making my final decision, I ranked my top 3 preferences of iPhone varieties I was interested in.

1^st– iPhone XS MAX

2^nd– iPhone XS

3^rd- iPhone XR

Prior to ranking these, I collected the pros and cons for each version of iPhone and discussed with my father what the immediate requirements of the phone were. Finally, my decision was to purchase the iPhone XS MAX. This model resonated the most Hedonic Value, and Motivational Influence for my overall outlook on what I wished to accumulate in a new phone.

Finally, The Engel-Kollat-Blackwell Model of Consumer Behaviour is recognised through my Post-Purchase Outcome. I initially decided to purchase an iPhone as I associate the Apple brand with my previous experiences of customer satisfaction. I believe I am a brand loyal customer and would be happy to repurchase Apple products in the future.

 

Reference List:

Carey, C 2018, ‘The Evolution of the iPhone: Every Model from 2007-2018, iphonelife, 26 November, viewed 19 March, <https://www.iphonelife.com/content/evolution-iphone-every-model-2007-2016>

Peter, C, & Ponzi, M, 2018, ‘ The Risk of Omitting Warmth or Competence Information ads: Advertsiing strategies for Hedonic and Utilitarian Brand Types’, Journal of Advertising Research, vol.58, edn.4, p.425

Solomon, M, Russell-Bennett, R. and Previte, J, 2019, ‘Consumer Behaviour’, Australian Edition, 4th Ed., Pearson

Green Marketing vs Greenwashing

According to Nielsen, 66% of global consumers say they’re willing to pay more for sustainable brands. (2015) .

The main objective for both Green Marketing, and Greenwashing is to educate consumers about how a company maintains its eco-friendly measures (Hendricks). However, these two strategies are greatly different.

Green Marketing consists of all activities designed to facilitate interaction between human needs and the minimal detrimental impact on the natural environment they have (Polonsky 1994). To minimize this impact an organisation has on the environment, Green Marketing constructs a moral obligation for companies to be more socially responsible.

Greenwashing induces corporate posturing and deception. Greenwashing presents an absence of external verification claims that their business state they are making in regards to environmental welfare (Laufer p.253).  This form of corporate deception is commonly used as an effort to camouflage a firm’s lack of true environmental performance (Walker & Wan p.231).

Green Marketing implements sustainable business practice in which corporations believe assist consumers in acknowledging their social responsibility.

The Body Shop is recognised for its effective green positioning relating to Green Marketing with its gold standard for non-animal tested products. By 2020, the brand’s goal is to develop a sustainable brand packaging, as well as using 100% renewable energy in stores (Vos 2019).

Contrasting the Green Marketed work by The Body Shop, Greenwashing is commonly achieved by companies who rebrand themselves through their name, logo, slogan or motto in an untruthfully environmentally friendly manner.

Sustainability is a growing worldwide concern as the majority of the population are putting additional stress on the environment. Therefore, Greenwashing is becoming a largely influential marketing strategy which consumers need to be more aware of.

 

Reference List

Hendricks, B, ‘Why is Green Marketing Important? – Objectives & Benefits’, ch.14

Laufer, W 2003, ‘Social Accountability and Corporate Greenwashing’, Journal Of Business Ethics, vol.43, pp.253-261

Nielsen, 2015, ‘Consumer-goods’ brands that demonstrate commitment to sustainability outperform those that don’t’, Nielson, 12 December, viewed 13 March, <https://www.nielsen.com/us/en/press-room/2015/consumer-goods-brands-that-demonstrate-commitment-to-sustainability-outperform.html>

Polonsky, M 1994,  ‘A Stakeholder Theory Approach to Designing Environmental Marketing Strategy’

Vos, L, 2019, ‘What is Green Marketing? (+5 Sustainable Examples in 2019)’, G2Crowd, webpage, 22 January, viewed 13 March <https://learn.g2crowd.com/green-marketing>

Walker, K, Wan, F 2012, ‘The Harm of Symbolic Actions and Green-Washing: Corporate Actions and Communications on Environmental Performance and Their Financial Implications’, J bus Ethics, vol.109, pp.227-242

 

Consumer Behaviour: Buying, Having Being

Ch 1. Q8

Do marketers have the ability to control our desires or the power to create needs? Is this situation changing as the internet creates new ways to interact with companies? If so How?

• Marketers filter what we learn in the world
• Database-marketing includes tracking consumers buying habits and crafting products and messages precisely tailored to consumers. Therefore, marketers and companies are manipulating their consumer base into believing they have a genuine love and need for their product. Analytical and database tools provide companies with the ability to interact to consumers and recognise their interests on a personal level.

 

Ch 2. Q3

Some people ridicule the reference to marketing ethics and say it is an oxymoron. If you found yourself on the end of a negative comment about marketing ethics what would you say?

• Marketers deliberately persuade consumers for purchase reasons
• Marketers persuade and sell products as a need when they are actually a ‘want’
• Paid influencers genuinely not enjoying a product
• Marketers recommend ways to satisfy needs making products turn into needs rather than wants

 

 

“I know a hero, I call him dad”

Is the digital media image of a father changing?

The concept of ‘dadvertising’ exemplifies a movement encouraging media platforms to heighten the exposure of a fathers goodwill. Media platforms have instigated the portrayal of fathers as caregivers who partake in daily parenting duties.

This trend began to escalate during the 2015 Super Bowl when many touchy-feely commercials were played featuring fathers in a domestic environment. Dadvertising has been used in commercials by companies such as Dove, Cheerios, and Pantene.

Pantene Super Bowl Ad

 

Dove developed a successful ad highlighting a fathers heroism by the care they show.

“Only 7% of men around the world can relate to the way the media depicts masculinity.” (Barua, M)

The Dove range ‘Men+Care’, in essence, altered the social and cultural perception of a fathers role. The campaign implemented the hashtag #RealStrength, alongside a Television and Superbowl Advertisement. Dove successfully recognised cultural conversation surrounding the newly shaped fathers role within a household, and promptly acted by building the campaign which was highly successful. The ad attracted a diverse age range of men, showing them that it is now common to take on a mothers role in a household.

Dove Super Bowl Ad 

 

Reference List-

Barau, M, Uncovering What “Real Men” Are Made Of, Percolate, viewed 5 March, <https://percolate.com/customers/campaigns-made-with-percolate/dove>