Comments on: Dove Onslaught - The Campaign for Real Beauty moves forward http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html Straight Talk on Advertising from the Client Side Fri, 21 Nov 2008 09:45:06 +0000 http://wordpress.org/?v=2.0.4 by: Ambar http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-118370 Fri, 19 Sep 2008 09:41:58 +0000 http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-118370 The Campaign for Real Beauty is great, it gets at the key idea of how beauty lies within but have you all seen the Pantene You Can Shine film created by Grey Thailand? Check out this link: http://www.youtube.com/watch?v=Um9KsrH377A It's an amazing commercial that is incredibly moving and touching. Dove is still talking about beauty, this commercial is about realizing your true potential and overcoming obstacles, which is every woman's journey. There are no product shots or pretentious photoshopping. It's about you and your story. Check it out and tell me how it doesn't reach out to you? The Campaign for Real Beauty is great, it gets at the key idea of how beauty lies within but have you all seen the Pantene You Can Shine film created by Grey Thailand? Check out this link:

http://www.youtube.com/watch?v=Um9KsrH377A

It’s an amazing commercial that is incredibly moving and touching. Dove is still talking about beauty, this commercial is about realizing your true potential and overcoming obstacles, which is every woman’s journey. There are no product shots or pretentious photoshopping. It’s about you and your story. Check it out and tell me how it doesn’t reach out to you?

]]> by: rz http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-97682 Sat, 12 Apr 2008 17:52:29 +0000 http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-97682 I thought it said "Talk to your daughter..." not talk to you doctor. I thought it said “Talk to your daughter…” not talk to you doctor.

]]> by: Bayo Adekanmbi http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-86594 Mon, 28 Jan 2008 18:37:15 +0000 http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-86594 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 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

]]> by: mark http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-68932 Fri, 19 Oct 2007 14:54:38 +0000 http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-68932 not sure if i can agree with great for the brand, bad for the company. people understand that dove makes beauty products, it's just they want you (the consumer is such an over used term) to think about in a different way. would you rather approach beauty from a position of strength or the traditional postion of please make me beautiful. this blog is interesting in the sense that it highlights the extremely rational pathways that brand managers tend (no absolutes) to take. i'm wondering if this is where the problem resides? do consumers look at things in a rational fashion? ask yourself, how did you fall in love with your spouse? not sure if i can agree with great for the brand, bad for the company. people understand that dove makes beauty products, it’s just they want you (the consumer is such an over used term) to think about in a different way. would you rather approach beauty from a position of strength or the traditional postion of please make me beautiful.

this blog is interesting in the sense that it highlights the extremely rational pathways that brand managers tend (no absolutes) to take. i’m wondering if this is where the problem resides? do consumers look at things in a rational fashion? ask yourself, how did you fall in love with your spouse?

]]> by: sonya http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-67271 Thu, 11 Oct 2007 07:20:33 +0000 http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-67271 As much as I love the idea, I can still walk into the cosmetics section of any drugstore and find Dove firming, tanning, or anti-wrinkle cream. I think the interplay between the products and the toted philosophy of Dove is extremely interesting. As much as I love the idea, I can still walk into the cosmetics section of any drugstore and find Dove firming, tanning, or anti-wrinkle cream. I think the interplay between the products and the toted philosophy of Dove is extremely interesting.

]]> by: Helen D. Wall http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-67222 Wed, 10 Oct 2007 23:23:49 +0000 http://www.thirdwayblog.com/dove/new-dove-onslaught-campaign-scores.html#comment-67222 Your review of the latest Dove ad glossed over one thing. You did not mention what I felt was the harshest set of images - depictions of mutilation by plastic surgery. This next level of their Real Beauty campaign goes too far by showing so much ugliness. In concept, it's reminiscent of LBJ's "Daisy" political campaign ad: http://dir.salon.com/story/opinion/feature/2003/01/18/flower/index.html Concerning testing the waters - is there such a thing as a little global vs a larger global launch? Isn't that like being a little bit of a virgin. Once it's out there, who knows how far an epidemic will spread. Best of all is your recommendation that the ugly side of Dove's beauty line could be sold off. Now that's a powerful branding campaign - one that changes a business model instead of simply reinforcing it. More power to them. Your review of the latest Dove ad glossed over one thing. You did not mention what I felt was the harshest set of images - depictions of mutilation by plastic surgery. This next level of their Real Beauty campaign goes too far by showing so much ugliness. In concept, it’s reminiscent of LBJ’s “Daisy” political campaign ad:

http://dir.salon.com/story/opinion/feature/2003/01/18/flower/index.html

Concerning testing the waters - is there such a thing as a little global vs a larger global launch? Isn’t that like being a little bit of a virgin. Once it’s out there, who knows how far an epidemic will spread.

Best of all is your recommendation that the ugly side of Dove’s beauty line could be sold off. Now that’s a powerful branding campaign - one that changes a business model instead of simply reinforcing it. More power to them.

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