Dove Teaches New Branding Tricks to Old Broads
Or something like that
Or something like that
Or something like that. (By the way, since I’m a broad, I can use that term according to strict PC regulations.)
So, Dove has yet again extended its Real Beauty campaign, this time launching a line of “pro-aging” products. Yet again there’s a video intended to shock and spur sharing among empowered women. This time it displays women over 50 in the buff, covering naughty bits, of course. Annie Leibovitz’s camera zooms in on wrinkled skin, and women of many shades and sizes lift their heads in pride. Another video clip features reactions from women, most positive.
The site also features a sign-up to get free samples, info on the women in the ads, and a call-out for other women to be shown in future pro-age campaigns.
The forum discussion on the site is also laden with thankful messages, giving Dove hero status. One particular comment caught my eye: “Hooray for Dove. It is about time we concentrated on ‘real beauty’. I do not see why this commercial cannot be on TV. We see many many more explicit things on tv.”
Indeed, as each woman is presented in the ad, the screen flashed the text, “too old to be in an anti-aging ad.”
Hmmm…is that simply a statement meant to express the fact that women in anti-aging product ads typically tend to be younger than the ones who actually use those products? Or was Dove actually denied ad time?
Well, the site lists this among its “TV commercials,” so I’m assuming they actually are running on TV. I have a call into Dove’s PR firm on this, though, so we’ll see!
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article