Saturday, January 17, 2009

Dove Evolution

Dove has successfully used the insight that real people don’t identify with ideal the beauty industry promotes through its “Real Beauty” campaign. I like brands that have the courage to talk about life’s little imperfections and Dove has certainly found a clear position. The irony is of course that Dove is owned by Unilever. Unilever also own Axe who’s communication has a slightly different tone of voice.

The Dove film had great viral potential and was distributed all over the web. An amusing spoof emerged perhaps addressing that Doves intentions are not as noble as they might seem.

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