1.Dove needs to "refresh" their campaign, however, not at the expense of eliminating the goodwill from the "Dove Real Beauty Sketches Campaign".

a.Start with determining the product from a customer's definition. (Hint - it has nothing to do with soap or cleanliness.)

b.Describe the demographic profile of a Dove customer.

c.List the package of benefits that the Dove customer requires. Use the 3 levels of product as a guide.

d.Using the "Hierarchy of Affects" theory, match an emotion with each benefit listed.

e.State the new USP using evocative language.