Whether you love Dove or hate them, think they connect well with their target group, or are pirating a cause to hawk their wares, you can’t argue with the consistency or their messaging. Last week Dove launched another iteration of their "real beauty" campaign with #ChooseBeautiful, a global experiment spanning San Francisco, Shanghai, Delhi, London and Sao Paulo featuring … [Read more...]
Dove patches: from tricks to truth & remaining true to their positioning
I'm a huge fan of Dove. I love the approach they have taken over the last 11 years with their "real beauty" campaign, advocating empowerment and beauty from within. I've commended them many times for remaining true to a big idea, as part of their brand values. That said, they've taken some heat with their latest campaign installment called Dove patches. It was launched … [Read more...]
Dove Real Beauty Sketches: a campaign or a movement?
I love this new campaign by Dove. It features a forensic sketch artist creating images of women as they describe themselves, and as others who they have recently met, see them. All images where created without actually seeing the person, instead relying on how each person interview described them. Subjects were then shown the images created side be side, and asked to … [Read more...]
