Case 1- Dove: Campaign for Real Beauty
In this groundbreaking ad campaign, Dove did what no other soap brand had ever attempted. They set out to help change the societal notions of beauty and set an accepting trend that many other brands adopted and incorporated into their ads and brand identity.
This campaign came at a time when digital media was just starting to allow customers to interact and share the message in a way that made it possible for the brand to go viral. With overwhelmingly positive feedback, other brands like Nike started to mimic the campaign by using models that looked more like the “everyday” women in their ads.
Dove’s campaign is also credited for inspiring the “Like a Girl” campaign by Proctor & Gamble’s ‘Always’ brand, which was also very successful, and challenged the typical stereotypes that are associated with little girls. I think that Dove did a lot to set the pace and the standard for what brands should be putting emphasis on in this day and age. Showing a truer, more accurate portrayal of women is incredibly important in advertising today, especially in the U.S. where a large portion of any given target market is likely to be obese.
People love to be able to envision themselves using or wearing a product before they buy it, and by making ads look more realistic, people are more inclined to trust and relate to that brand, thus, more likely to make the purchase. This was not the first campaign that aimed to help change social acceptance of the diversity of women’s bodies, but it was indeed the most impactful, and gained the most attention.
All in all, Dove is awesome, and so are their chocolates.
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