campaign an act of desperation?
29 Aug 07
The follow-up to Marketing Week's Aug 9th article, showcasing Dove's controversial plans to feature eating-disorder sufferers in the next phase of its campaign for Real beauty.
Apparently, the article prompted some to question whether the Unilever-owned brand's award winning advertising is running out of steam.
We don't believe this to be the case as pointed out by the positive response it has had to its ProAge (rather than anti-age) range, targeted at older women.
A recent survey conducted by the brand, 95% of British women questioned said Dove was a brand that understood women. Tamara Gillan, an expert on women's marketing at integrated agency spf15, Says Dove's decision to abandon aspirational marketing has given the brand a defined position in the market.
But Gillan believes the key to success in the market is simply to be the most effective brand. 'The top selling products are the ones that work,' she adds. 'Brands cannot hide anymore, they must deliver.'
Euro RSCG managing partner Lisa Bamber, who works on the Alberto Culver account (which includes St Ives products), says: 'The social responsibility position is a fantastic way to differentiate the brand, but it does put a lot of pressure on Dove.' She also warns: 'I think they have to be careful, as self esteem is a difficult area and eating disorders are the same. It is great to take a moral stance, but what does it do for women?'
Adrian Goldthorpe, Head of Consumer Innovation and Strategy at brand consultancy Futurebrand, agrees that the eating disorder issue must be handled carefully. 'It has to be consumer led,' he says. 'The success will depend upon finding brand advocates and relying upon intimacy messaging, such as online, where there is already some engagement with the brand. But I don't think the campaign is getting tired – it still feels like a fresh idea and a fresh approach.'
Goldthorpe adds that it would be 'very dangerous' for Dove to turn its back on the 'real beauty' concept in favour of a return to aspirational advertising because it is a brand 'defined by faith and trust'.
We at Rethink Pink agree with these comments from Adrian Goldthorpe and believe the brand to be far from 'getting tired'. Dove, in our opinion, has found the perfect brand strategy and should continue to extend this using new phases such as an ad campaign featuring eating-disorder sufferers.
Many women will be able to relate to these ads, leading to further success for the brand. Of course there's going to be controversy and debate, but isn't this largely the reason as to why the campaign has remained so popular over the last 5 years?