Feb 2010 Campaign for Real Beauty – 4 years old is all we get?
There have been a few articles lately about Dove’s Campaign for Real Beauty and it appears the campaign is losing steam and that is showing in the sales and share numbers. I find it surprising a campaign that is so based in an idea that is so much bigger than the product isn’t still resounding with consumers.
What are the longest running ad campaigns today? Smokey Bear’s Only You Can Prevent Forest Fires (since 1944)? Absolut’s bottles (since 1980)? Neither of these are fundamental to the product.
I’ve always thought this campaign would last longer and enjoyed working on it. Makes me wonder what types of campaigns do last longest.
In Its Campaign for Real Beauty, Dove Tells Women That They Are Beautiful as They Are. But the Push Is Showing Signs of Aging
Published: September 24, 2007
BATAVIA, Ohio (AdAge.com) — As Dove’s widely lauded Campaign for Real Beauty enters its fourth year, the results aren’t looking so pretty anymore. After two years of double-digit sales growth and share gains, Dove’s sales have abruptly slowed. That raises the question of whether the campaign, hailed as one of the most courageous creative breakthroughs in recent years, went a step too far in embracing aging in all its naked, wrinkled and sagging glory. …