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September 22, 2005
Dove's "Real Beauty" Marketing Campaign
Posted by Kevin D. Hendricks | Filed under: Marketing
Dove beauty products have been getting a boost from their "Real Beauty" campaign which features wrinkled, freckled and full-figured women—basically real women—instead of size 2 models. But how do you justify such a move to the men on the team? When they seemed unconvinced that typical advertising makes many women feel inferior, a simple—yet blunt—analogy did the job: "Imagine thinking every day that your [penis] isn't big enough. Men just aren't surrounded by images that make them feel deeply insecure." Sometimes personality takes guts.
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Comments
Dove "real beauty" campaign is a classical case of insight-driven ad that explored how a brand can address a contradiction in order to establish meaning and trigger affinity.
I have always believed that a brand is a product which has earned a place in consumers’ lives by "massaging" consumers' ego or sense of self until a mental relationship is built.
Douglas Holt captured it better in “How brands become icon” where he advocated that brands must deliver beliefs that the consumers can use to manage the exigencies of a world that increasingly threatens their identities. Brands must become a cultural activist and a social authority
"Exploiting" the research fact that ONLY 2% of women worldwide considered themselves beautiful is a great way to become the champion of the remaining 98% using a compelling philosophy that "Real beauty come from within
Great work of all times
Posted by: Bayo Adekanmbi at January 28, 2008 10:32 AM