Traditionally one would find that ads of a soap would emphasize on making the user beautiful either directly or indirectly through the use of celebrity endorsements . But the series of ads used by dove is very different in the sense that the ads challenge the concept of beauty as has been traditionally seen. The Dove Evolution Ad has won two Grand Prix Advertising awards recently. On the web page it says "In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes".
The Dove Evolution Ad
They have recently launched the Dove "Onslaught" Ad
The details about the brand, its standing in the US market as per their website
- the world's number 1 cleansing brand
- sales of over € 2.5 billion a year in over 80 countries
- outsells all other skin care bars combined in the US
- over 1 billion showers taken with Dove products in the US each year
So the question is what is dove up to ?
It has managed to create enough buzz in the market place with its campaigns which have been recognized by both the industry and consumers as being some thing different.....
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